Tourism in Africa: a Tool For

Tourism in Africa: A Tool for

${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. Development

Afﬁliate Members Regional Report: Volume four

With the collaboration of: ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM - IP Address:62.97.100.84 84

Afﬁliate Members Regional Reports, Volume four – Tourism in Africa: A Tool for Development ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. 84 Table of contents

Foreword by UNWTO Secretary-General 2

Foreword by Casa África General Director 3

Message from the Director of the Afﬁliate Members Programme 4

Message from the Director of the Regional Programme for Africa 5

Executive summary 6

INVESTOUR 14

Introduction 17

1. African tourism – current situation and future prospects 18

African tourism: current situation and future prospects 18

Trends and recent performance in African tourism 20

Future outlook 25

2. Tourism product development – key concepts and destination context 26

Tourism product development: key concepts and destination context 26

Variables inﬂuencing tourism product development 30

The role of destination authorities in tourism product development 31

3. Fundamentals and principles of tourism product development 34

Aspects to put in place before effective tourism product development 34

${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. Principles and procedures of tourism product development 35

Steps in the process 37

Prioritizing the destination’s tourism product development objectives 38

4. A methodology for tourism product development in Africa 42

The model destination 42

UNWTO prototype methodology for tourism product development 45 84

5. Best practices in tourism product development and destination success in Africa 52

Case studies:

Kenya: Transformative tourism for our sustainable future 56

Cape Town: Tourism Product Innovation in Cape Town 58

Kenya: Solid waste management at Kicheche Laikipia Camp 60

Morocco: The untapped tourism potential in Africa 63

Africa: African aviation set for lift-off 66

Tanzania: Eco friendly sustainable camp 68

Africa: The Africa tourism monitor report 2014 70

South Africa: Enterprise development programme 72 Kenya, Tanzania Potential of cultural attractions as Counterbalance and/or Enrichment of the 74 and Uganda: excessively promoted safari programmes Africa: The importance of Tourism SMEs for sustainable tourism development in Africa 77

Kenya: Protecting livelihoods and enhancing the visitor experience on Mombasa’s north coast 80

Africa: The sustainable tourism certiﬁcation Alliance Africa (The Alliance) 83

Africa: The high-end tourism market: a local luxury 86

Senegal: The cultural heritage of the Island of Gorée as a tourist resource 90

Tanzania: Natural resource management and stakeholder conﬂict 92

Africa: The march of the hotel chains 94

${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. Kenya: Inclusive proﬁtable tourism in Western Kenya 98

Zimbabwe: Product diversiﬁcation in Zimbabwe: a look at religious tourism 101

Angola: Developing skills in the Angolan public tourism sector 104

List of ﬁgures and tables 108

Reference 109 84 Foreword by Taleb Rifai, Secretary General, World Tourism Organization (UNWTO)

Tourism is one of the Africa’s most promising sectors in terms of development. In 2014, Africa received 56 million international tourists up from 26 million in 2000. International tourism receipts amount to US$ 36 billion or 7% of all exports in the continent.

Africa has a major opportunity to harness the potential of tourism to foster development and increase its participation in the global economy. In addition, tourism creates opportunities for millions of host communities in Africa and provides revenues for cultural and environmental preservation.

Creating capacity in Africa to develop and manage a competitive tourism offer is thus fundamental. Tourism products are a key pillar in the development of any tourism destination. The range and quality of the tourism product offering deﬁnes the competitiveness and attractiveness of tourism destinations and the visitors’ experience.

As tourism to Africa evolves to become an increasingly important socio-economic sector, it is essential for countries in the region to adopt effective strategies for tourism product development; strategies than promote a more competitive Africa tourism offer in the marketplace and comply with the need and desires of prospect visitors. UNWTO Regional Programme for Africa and UNWTO Afﬁliate Members Programme joined forces, with the support of Casa África, to develop the present report, which aims to provide African destinations with the appropriate tools and ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. techniques to assist them in increasing their competitiveness in the current rapidly changing marketplace.

On behalf of UNWTO, I would like to extend our gratitude to all organizations and Member States that have contributed to this report. I trust it will serve as a useful instrument to advance tourism in Africa, recalling that the development of adequate and sustainable tourism products can only be achieved through the cooperative efforts of all parts of the tourism value chain – national and local governments, the private sector and civil society – geared towards an holistic tourism experience.

2 UNWTO • AM Regional Report: Volume Four 84 Foreword by Luis Padrón López, General Director of Casa África

Casa África is a public consortium under the auspices of Both of our organisations lament the dearth of specifically the Ministry for Foreign Affairs and Cooperation in Spain, profiled publications that would allow us to build up, year with active participation on the part of the Autonomous after year, a truer picture of what tourism means and could Government of the Canary Archipelago and the Town mean to the African continent, together with the best Council of Las Palmas de Gran Canaria, the city where the practices that emerge as guidelines for African countries headquarters are based. Our work is to design and set in to follow. This document is designed to change all that. motion activities of public diplomacy in the fields of economics and culture to bring Spain closer to Africa and vice versa, Spain is convinced that tourism is the way ahead for both at the level of public institutions and at grassroots. growth in the whole of the African continent, much as has been the case for Spain (visited by 65 million tourists in Some six years ago, Casa África began a process of 2014). Such was the opinion voiced by the Secretary for collaboration with UNWTO and FITUR, the International Tourism in the latest edition of INVESTOUR. Tourism Fair in Madrid, (Feria Internacional de Turismo de Madrid) to set up INVESTOUR, a professional rendez- As can be seen from this report, the expectations could vous where Africa is put on the map of world tourism. The hardly be greater. In less then 15 years, it is hoped that aim is simple: to get private and public ventures in Africa tourist figures will more than double from the 56 million at connecting and networking not only with Spain but also present, in the whole of the continent, to 130 million. with the rest of the world. The goal is clear. Now we have to pave the path toward Spain’s know-how in the field of tourism development is achieving it. We have to ensure that growth in tourism unchallenged. Some of the leading names in world tourism will really make a palpable difference and will promote development and innovation are Spanish, and thus can be inclusive economic growth, for the sector to make a visible ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. of great aid to our colleagues in Africa. and tangible impact on all of the African countries.

Our excellent relations with UNWTO Regional Programme We hope here to be laying the foundation stones upon for Africa have led us to cement this initiative. In 2014 which to build the dream of a future: a future where all the alone, Africa attracted over 56 million tourists, 5% of African countries will prosper from the economic growth the total tourist movement that year. Although things are propitiated by tourism. improving, the numbers are still far from the contribution to the GDP in each of the different nations that tourism can bring.

UNWTO • Tourism in Africa: A Tool for Development 3 84 Public-private partnerships in Africa: a tool for development

The potential of Africa’s tourism remains largely illustrated through case studies provided by our valued untapped. UNWTO Tourism Highlights 2015 Edition contributors. reports that the African region receives only a 3% share in tourism receipts and a 5% share in worldwide arrivals. The case study contributions included in this report have demonstrated various initiatives implemented to foster If developed effectively, tourism has the potential to continued growth in African tourism. Topics featured in accelerate Africa’s economic growth and job creation. The this Report include increased mobility for visitors, human sector also has the capacity to contribute significantly to factor as the basis of tourism development, and aviation´s the agenda for social inclusion, as cultural endowments key role in tourism development. and natural assets can be leveraged to create opportunities for local communities. We are confident that this Report will facilitate the wider dissemination of knowledge and tools among stakeholders Despite the challenges impacting the image of Africa, a in the field to enhance sustainability in tourism. We hope proper product development plan will help mitigate the this will be the beginning of even greater collaboration problem and enhance the tourism experience within the between public and private entities in our efforts to region. However, the success of any tourism product increase information and enhance the quality of the cannot be achieved without the participation of all public tourism sector in Africa. and private stakeholders. It should involve the active intervention of various government departments and Finally, I would like to thank all the UNWTO Affiliate entities together with private sectors. Members who have participated in this Report, namely IPDT, Cape Town Tourism, IATA, ISITT, Russian Against this backdrop, the Affiliate Members Programme International Academy for Tourism and the University of ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. of UNWTO is pleased to present the next volume of Bologna for their engaging and insightful commentaries. AM Regional Report, produced in partnership with the I would also like to thank Casa África for their expertise, UNWTO Regional Programme for Africa and our Affiliate support and contribution in this initiative. Member Casa África. This Report takes a closer look at the links between tourism product development and its direct application in Africa to provide structural knowledge Yolanda Perdomo for the stakeholders. Its relevance lies in its existing Director of the Affiliate Members Programme best practices, challenges and future opportunities as World Tourism Organization (UNWTO)

4 UNWTO • AM Regional Report: Volume Four 84

Developing tourism in Africa

Across the globe, Tourism has evolved as one of the the possibility to continue to positively, meaningfully and most expansive, diverse and sectors of our times. Now sustainably impact the economy of the continent, acting as a representing one of the largest and fastest growing economic contributor to development, economic growth, employment sectors in the world, Tourism contributing 9% of global GDP. opportunities, poverty alleviation, investment opportunities Importantly, supporting the livelihoods of 1 in 11 people and infrastructure development. worldwide, the sector has become a source of immense opportunity and possibility. Looking to the future and the potential of Tourism on the continent, UNWTO forecasts shows that by 2030 the number Destinations recognising the ability of the sector to transform of international arrivals in Africa is expected increase by nations economically, socially and environmentally, and more than a double, growing from 50 million to 134 million, therefore investing in the sector, have enjoyed significant increasing the global market shares of Africa to 7%. Central progress, thus demonstrating tourism’s role as an essential to unlocking the potential of Tourism in Africa is the joining of tool leading to the development, prosperity and well-being hands of partners that share a fundamental confidence in, of a country´s economy. In Africa, Tourism continues to and commitment to, Tourism on the continent. enjoy sustained growth. In 2014, the continent welcomed 56 million international tourists from 26 million in 2000. UNWTO is honoured to have created this report on tourism International tourism receipts increased by US$ 1 billion last development in Africa with a number of our valued partners. year, reaching US$ 36 billion and accounting to 7% of all A special expression of gratitude goes to Casa Africa, a pillar exports in the continent. in unlocking growth potential on the continent. In addition, our thanks is extended to our UNWTO Affiliate Members The African continent is truly adorned with a rich diversity, an who participated in the creation of this report, offering abundance of untouched resources, natural beauty, cultural invaluable insight and intelligence on this important area of ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. heritage and historical sites, wildlife, safaris, beaches, Africa’s growth potential. And a warm thanks is extended to deserts and much more that, if channelled correctly, could our UNWTO Members from across Africa, the champions provide considerable opportunities for cultural tourism, eco- of Tourism across the continent. As Africa’s future unfolds, tourism, adventure tourism and diaspora tourism. the continent will no doubt be stronger, as a rich array of destinations, and as one united community, all because of Despite the above, progress remains unequally distributed. what Tourism will bring to Africa. The Northern and the Southern regions of Africa enjoy the majority of tourism arrivals, whereas the balance of the region Elcia Grandcourt records less modest increase. That said, it is well understood Director of Regional Programme for Africa, that the tourism potential in Africa remains untapped, with World Tourism Organization (UNWTO)

UNWTO • Tourism in Africa: A Tool for Development 5 84

Executive summary

Scope of Study Portée de l’étude

– This study was commissioned by the World Tourism – Cette étude a été commandée par l’Organisation Organization (UNWTO) with the support and close mondiale du tourisme (OMT) avec le soutien et l’étroite cooperation of Casa África to assess the current collaboration de Casa África pour faire le point sur le situation of Africa’s tourism product development. développement de produits touristiques en Afrique.

– It proposes a UNWTO methodology for tourism – Il y est proposé pour le développement de produits product development that can be applied to African touristiques une méthodologie de l’OMT qui peut destinations. s’appliquer aux destinations africaines.

– Recent tourism performance across Africa is analyzed – Le document comporte une analyse des résultats and future prospects are identified, thus demonstrating récents du tourisme à travers l’Afrique et un recensement the importance of a well-defined strategy for tourism des perspectives d’avenir, qui mettent en évidence product development, so as to explore and leverage l’importance d’une stratégie de développement de the array of opportunities that the international tourism produits touristiques bien définie pour pouvoir explorer sector offers to African destinations. et exploiter les multiples possibilités que le secteur du tourisme international ouvre aux destinations – It further discusses the prospects and challenges of africaines. tourism development for African nations, describes a specific approach for developing unique tourism – Il y est également question des perspectives et des products and presents case studies of specific projects enjeux que présente le développement du tourisme ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. that are helping shape Africa’s tourism context. dans les pays d’Afrique, avec la description d’une approche spécifique pour la mise au point de produits touristiques originaux, et la présentation d’études de cas sur des projets précis qui aident à dessiner le contexte touristique de l’Afrique.

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Africa’s tourism - current situation and future Le tourisme en Afrique – situation actuelle et prospects perspectives d’avenir

– Africa has been one of the world´s fastest growing – L’Afrique est une des régions du monde où le tourisme a tourism regions, growing a small base of just connu les plus fortes croissances, partant d’une faible 14.7 million visitors in 1990, to 26 million international base, de seulement 14,7 millions de visiteurs en 1990, tourists in 2000 and 56 million in 2014. pour grimper à 26 millions de touristes internationaux en 2000 et à 56 millions en 2014. – International tourist arrivals in Africa are estimated to have increased by 2% in 2014. In absolute terms, – Selon les estimations, le nombre d’arrivées de touristes the region welcomed a total of 56 million international internationaux en Afrique a augmenté de 2 % en 2014. tourists. En valeur absolue, la région a accueilli au total 56 millions de touristes internationaux. – Africa’s 2% rise however represents a clear slowdown on tourism demand after years of solid growth. – Cette hausse de 2 % représente toutefois un net ralentissement de la demande touristique après des – International tourism receipts (+3%) increased by années d’une croissance soutenue. US$ 1 billion to reach US$ 36 billion. The region maintained a 5% share in worldwide arrivals and a 3% – Les recettes du tourisme international (+3 %) ont crû share in tourism receipts. d’un milliard de dollars EU pour atteindre 36 milliards. La région a maintenu à 5 % sa part des arrivées dans – In North Africa (+1%), international tourist arrivals in le monde et à 3 % sa part des recettes touristiques. ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. leading destination Morocco grew by a modest 2%, following a strong performance in the previous year, – En Afrique du Nord (+1 %), les arrivées de touristes while arrivals in Tunisia decreased by 3%. internationaux dans la première destination, le Maroc, ont progressé de seulement 2 %, après avoir afﬁché – Sub-Saharan Africa grew by an estimated 3% in 2014, un très bon résultat l’année précédente, tandis que la based on available information fréquentation en Tunisie a ﬂéchi de 3 %.

– Arrivals to the sub region’s largest destination South – Selon les estimations actuelles, l’Afrique subsaharienne Africa (+0%) were ﬂat in 2014. Worth mentioning among aurait enregistré une hausse de 3 % en 2014.

UNWTO • Tourism in Africa: A Tool for Development 7 the other destinations for which data is reported are – La courbe des arrivées dans la plus grande destination Côte d’Ivoire (+24%), Madagascar (+13%), Mauritius de la région, l’Afrique du Sud (+0 %), est restée plate (+5%), Zimbabwe (+3%) and the Seychelles (+1%). en 2014. Parmi les autres destinations pour lesquelles on possède des chiffres, la Côte d’Ivoire (+24 %), – While many countries in Africa beneﬁted from Madagascar (+13 %), Maurice (+5 %), le Zimbabwe strong economic growth in their tourism sector, the (+3 %) et les Seychelles (+1 %) méritent une mention. continent´s share of worldwide tourism receipts is relatively modest. – Si le secteur touristique de nombreux pays d’Afrique a proﬁté d’une forte croissance économique, la part

84 – Tourism creates jobs and stimulates SME (Small des recettes touristiques mondiales qui revient au and Medium Sized Enterprise) growth. In 2014 it continent est relativement modeste. represented 9% of world GDP - direct, indirect and induced impact. – Le tourisme crée des emplois et stimule la croissance des PME (petites et moyennes – Tourism is one of the fastest growing sectors of entreprises). En 2014, il a représenté 9 % du PIB the world economy. International tourism has shown mondial – effets directs, indirects et induits. almost uninterrupted growth since the 1950s and has almost doubled over the past decade. – Le tourisme est un des secteurs les plus dynamiques de l’économie mondiale. Le tourisme – Tourism shows particular promise for developing international afﬁche une croissance quasi ininterrompue countries. Tourism is growing faster in the world’s depuis les années 1950 et a presque doublé au cours emerging and developing regions than in the rest of de la dernière décennie. the world. – Le tourisme semble particulièrement prometteur – Tourism accelerates reform. Tourism is a beacon pour les pays en développement. Le tourisme croît for pro-business policies and reforms that can help plus rapidement dans les régions émergentes et en SME development and stimulate foreign investment. développement de produits touristiques que dans le reste du monde.

Tourism product development – key concepts – Le tourisme accélère les réformes. Le tourisme est and destination context une source d’inspiration pour les politiques favorables aux entreprises et les réformes qui peuvent aider le – Tourism product development is a process whereby the développement de produits touristiques des PME et assets of a particular destination are molded to meet stimuler l’investissement. the needs of national and international customers.

– The tourism product can include natural or man-made Développement de produits touristiques – attractions, hotels, resorts, restaurants, theaters, concepts de base et contexte des destinations activities, festivals and events or a portfolio of things for visitors to see and do. – Le développement de produits touristiques est un processus par lequel les atouts d’une destination – Tourism product development is not an activity particulière sont modelés de manière à satisfaire les undertaken in a vacuum, but is part of an extensive besoins des clients nationaux et internationaux. and inter-related process. ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. – Le produit touristique peut inclure des éléments – Market research, product development and marketing naturels ou artiﬁciels, des hôtels, des complexes represent a continuum. The failure to deliver any of touristiques, des théâtres, des restaurants, des these key components will result in the destination activités, des festivals et autres manifestations, ou un under-realizing its potential. ensemble de choses à voir et à faire pour les visiteurs.

– As tourism provides opportunities for SMEs (small – Le développement de produits touristiques n’est pas and medium enterprises) many governments provide une activité menée en vase clos mais s’inscrit dans un incentives to encourage the tourism product development. processus large dont les éléments sont liés entre eux.

8 UNWTO • AM Regional Report: Volume Four – Some attractions or facilities are included in tourism – Les études de marché, le développement de produits development policies with plans increasingly geared et le marketing représentent un continuum. Faute de to meet speciﬁc socio-economic objectives. These livrer l’une quelconque de ces composantes clés, la objectives can be as varied as attracting inward foreign destination sous-exploitera son potentiel. investment, generating local level economic impacts in the form of SMEs and/or community tourism, – Le tourisme offrant des débouchés aux PME, de boosting economic development in certain regions of nombreux gouvernements utilisent des moyens the destination or reducing the seasonal imbalance to d’incitation pour encourager le développement de minimizing damaging environmental or socio-cultural produits touristiques.

84 impacts on the destination and its resident population. – Certains lieux ou certaines installations sont intégrés – Another significant reason why destination authorities aux politiques de développement du tourisme selon support tourism product development is to improve des plans de plus en plus guidés par des objectifs the provision of facilities so that the local population socio-économiques précis. Ces objectifs peuvent can also enjoy, thereby improving their quality of life. être très variés : attirer des investissements étrangers, produire des retombées sur l’économie locale sous la forme de PME ou d’un tourisme communautaire, doper Fundamentals and principles of tourism le développement économique dans certaines régions product development de la destination ou réduire les variations saisonnières pour limiter les dommages environnementaux ou les – Three fundamental issues for which all destination répercussions socio-culturelles dans la destination et authorities should consider which are the structures chez ses habitants. within organizations, inter-government agency coordination and establishing a planning system and – Une autre raison pour laquelle les autorités d’une process to include the state, private sector and the destination soutiennent le développement de produits communities where tourism takes place. touristiques est la volonté d’améliorer l’offre d’équipements pour que la population locale puisse en profiter elle aussi – Product development must be in line with the tastes et ainsi jouir d’une meilleure qualité de vie. and trends of the market which is subject to a range of influences such as marketing and promotional campaigns. Éléments fondamentaux et principes du développement de produits touristiques – The tourism product development strategy depends on the nature of resources available, whether it’s a – Les autorités de toutes les destinations doivent prêter flagship attraction or a cluster of minor attractions. attention à trois points fondamentaux, qui sont la structure interne des organisations, la coordination – The use of festivals and other mega events is an gouvernementale inter-institutions, et l’établissement alternative strategy that attracts visitors to a destination d’un système et d’un processus de planification qui which may not have any significant attraction or during intègrent l’État, le secteur privé et les collectivités où low seasons. se situent les activités touristiques.

– There are steps in the planning process to discover the – Le développement de produits doit être adapté aux potential for tourism product development and turning goûts et tendances du marché, lequel est soumis à the opportunities into successful developments that toutes sortes d’inﬂuences comme les campagnes de ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. meets the market demands. marketing et promotionnelles.

– This process involves three stages of establishing – La stratégie de développement de produits touristiques the present situation, identifying the opportunities for dépend de la nature des ressources disponibles, development and prioritizing the destination´s tourism selon que l’on a affaire à une attraction phare ou à un objectives. ensemble d’attractions de second rang.

– L’organisation de festivals ou d’autres grandes manifestations constitue un recours pour attirer des

UNWTO • Tourism in Africa: A Tool for Development 9 – There are tools that aid in the process of analyzing visiteurs dans une destination qui ne présente peut- namely, PEST1 analysis, SWOT2 analysis, TALC3 être pas beaucoup d’intérêt pendant la basse saison. analysis, Ansoff matrix and the BCG4 matrix. – Le processus de planification se déroule en plusieurs – After identifying the destinations competitive position étapes qui permettent de découvrir le potentiel qui and its possible future development and directions, existe pour le développement de produits touristiques the destination can identify the possible priorities of et de mettre à profit ces possibilités pour répondre à la the products they seek to develop as it relates to the demande du marché. economic and socio-economic benefits.

84 – Le processus se compose de trois étapes : faire le point sur la situation en vigueur, déﬁnir les possibilités A methodology for tourism product de développement et hiérarchiser les objectifs de la development in Africa destination en matière de tourisme.

– There are certain key principles in the process of tourism – Certains outils peuvent faciliter le processus d’analyse, product development planning that can be illustrated notamment l’analyse PEST1, l’analyse SWOT2, l’analyse through what might be called ‘a model destination’. TALC 3, la matrice Ansoff et la matrice BCG4. This may not relate to any specific destination but is drawn in such a way that many destinations can share – Après avoir déterminé sa position concurrentielle ainsi some, if not several of the characteristics which might que ses perspectives d’avenir et son évolution future, define the model. la destination pourra définir la priorité éventuelle des produits qu’elle a l’intention de développer par rapport – The model destination is characterized by being à leurs retombées économiques et socioéconomiques. in the growth phase of the Tourism Area Lifecycle facing issues of broadening both its product and market mix; being helped through a good level of Méthodologie proposée pour le développement government support but; hampered by limitations both de produits touristiques en Afrique on manpower and financial resources; and concerns about environmental and socio-cultural impacts in – Il existe certains principes de base concernant parts of the destination. la planification du développement de produits touristiques, qui trouvent une illustration dans ce que – There is also a broader spectrum of a model l’on pourrait appeler une « destination modèle ». Elle ne destination which outlines specific characteristics décrit pas nécessairement une destination particulière such as location/access, existing resources, tourism mais est conçue de telle manière qu’un grand nombre performance, government and tourism policies, the de destinations puissent partager une ou plusieurs des local economy and its human capital. caractéristiques susceptibles de définir le modèle.

– Tourism product development does not start from – La destination modèle se caractérise comme suit : elle nothing as destinations have existing institutional connaît une phase d’extension du cycle de vie des infrastructure, plans, policies and procedures which zones touristiques qui l’oblige à élargir la gamme de development in the tourism sector can fit, however ses produits et de ses marchés ; elle bénéficie d’un bon there are limitations in financial resources and soutien des pouvoirs publics mais est gênée par une intellectual capabilities. The UNWTO Affiliate Members limitation de ses ressources humaines et financières ; Programme developed a methodology to help et certains secteurs de la destination s’inquiètent des ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. destinations develop their tourism product strategy: incidences environnementales et socioculturelles. the ‘Prototype methodology’

1 1

1. Political, Economic, Social and Technological. 1. Politique, économique, sociale et technologique. 2. Strengths, Weaknesses, Opportunities and Threats. 2. Atouts, faiblesses, opportunités et menaces. 3. Tourist Area Life Cycle. 3. Cycle de vie d’une zone touristique. 4. Boston Consulting Group. 4. Boston Consulting Group.

10 UNWTO • AM Regional Report: Volume Four – The Prototype methodology assists destinations and – Il s’y ajoute un cadre plus large pour définir une the private sector in finding solutions to specific issues destination modèle qui décrit des caractéristiques in developing private and public initiatives whose main précises comme la situation ou l’accès, les ressources goal is to drive economic and social growth. existantes, les résultats du secteur touristique, les politiques gouvernementale et touristique, l’économie – All projects derived from this Prototype methodology locale et son capital humain. under UNWTO are required to comply with the Global Code of Ethics for Tourism to maximize tourism’s socio- – Le développement de produits touristiques ne se fait economic contribution while minimizing its possible pas à partir de rien car il existe dans les destinations une

84 negative impacts. In respect to the methodological infrastructure institutionnelle, des plans, des politiques et approach, it follows a 5-phase approach, with a series des procédures auxquels le développement du secteur of activities as follows: touristique peut s’adapter ; en revanche, les ressources ﬁnancières et le potentiel intellectuel sont limités. Une méthodologie a été conçue dans le cadre du Programme des Membres afﬁliés de l’OMT pour aider les destinations à mettre au point leur stratégie relative aux produits touristiques : la Méthodologie du prototype.

– La Méthodologie du prototype aide les destinations et le secteur privé à trouver des solutions à des problèmes précis posés par le développement d’initiatives privées et publiques qui ont principalement pour ﬁn de stimuler la croissance économique et sociale.

– Tous les projets inspirés de cette méthodologie et menés sous l’égide de l’OMT doivent se conformer au Code mondial d’éthique du tourisme pour qu’ils puissent optimiser la contribution socioéconomique du tourisme tout en limitant ses éventuelles retombées négatives. S’agissant de l’approche méthodologique suivie, elle se compose de cinq étapes assorties de diverses activités :

Figure 4.1 UNWTO Prototype methodology

1. Prototype / 3. Business plan 5. Supervision and Discovery phase 2. Technical designn development 4. Going live improvement processes ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. Figure 4.1 Méthodologie du prototype de l’OMT

5. Supervision 1. Prototype / 3. Elaboration du 2. Conception et Phase de plan d’activités 4. Lancement technique perfectionnement découverte

UNWTO • Tourism in Africa: A Tool for Development 11 Future outlook and recommendations Perspectives d’avenir et recommandations

– Tourism is one of the key industries driving the change – Le tourisme est une des principales industries porteuses in the continent of Africa and it provides multiple de changement sur le continent africain et offre de opportunities for economic growth and improved multiples possibilités pour la croissance économique livelihoods. Among the reasons to develop tourism et l’amélioration des conditions de vie. Entre autres we can find the creation of jobs, regional economic raisons justifiant le développement du tourisme, citons development, improvement of infrastructure, increasing la création d’emplois, l’essor économique régional, domestic consumption and exports diversification, la modernisation des infrastructures, l’augmentation

84 cultural heritage and environmental preservation, de la consommation locale et la diversiﬁcation des empowerment of women, the youth and marginalized exportations, la préservation du patrimoine culturel et people, amongst others. de l’environnement, l’émancipation des femmes, des jeunes et des personnes marginalisées, etc. – Africa’s private sector is increasingly attracting investment, with much of the funding coming from – Le secteur privé de l’Afrique attire de plus en plus Europe and the United States of America. Returns d’investissements, qui proviennent essentiellement de to investment in Africa are among the highest in the l’Europe et des États-Unis d’Amérique. Le rendement world. des investissements ﬁgure parmi les plus élevés du monde. – To explore these opportunities, it is essential that African countries adopt clear strategies based – Pour explorer ces possibilités, il est primordial que les on suitable methodologies for tourism product pays d’Afrique adoptent des stratégies claires fondées development. Therefore, the basis of the prototype sur des méthodologies adaptées au développement offered in this publication will offer African and Sub- de produits touristiques. Par conséquent, les éléments African destinations tools, techniques and a unique de base du prototype proposé dans cette publication methodology to help enhance their competitiveness in offriront aux destinations du continent et de l’Afrique today’s global tourism sector. subsaharienne des outils, des techniques et une méthode unique dont ils pourront s’aider pour renforcer – There are some basic principles which serve as a leur compétitivité dans le secteur du tourisme mondial basis for tourism product development. These are actuel. recommendations which can be implemented to help ensure successful development and mitigate risks of – Quelques principes de base servent de fondement au developing products which is unsuitable to the target développement de produits touristiques. Ce sont des market or even worse draws the wrong target market: recommandations que l’on pourra appliquer pour que ce développement soit réussi et pour limiter le risque – Understanding market tastes and trends – market de développer des produits qui seront inadaptés au research; marché visé ou, pire, qui ne s’adresseront pas au bon marché : – Market: product ‘matching’; – Comprendre les goûts et tendances des marchés – Designating tourism development areas/zones; – étude de marché ;

– Undertaking extensive stakeholder consultation – – Mettre en adéquation les marchés et les produits ; including with the local communities in the areas of ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. development – in an open manner and in a spirit of – Désigner des zones pour le développement du co-operation; tourisme ;

– Pursuing ﬂagship development opportunities; – Consulter abondamment les parties prenantes – y compris les collectivités locales dans les zones de – Identifying opportunities for clusters, circuits and développement – d’une manière ouverte et dans un events; esprit de coopération ;

12 UNWTO • AM Regional Report: Volume Four – Preparing a full product portfolio and investment – Saisir les possibilités de développer des produits plan; phares ;

– Ensuring that personnel with the appropriate – Recenser les possibilités de grouper des produits, tourism technical skills are in place at national, de monter des circuits et d’organiser des regional and local levels to carry the process of manifestations ; tourism product development forward; and – Constituer un portefeuille de produits complet et – Drawing up a marketing and promotion strategy to préparer un plan d’investissement ;

84 support the tourism product developments, and implement a program of marketing communications. – S’assurer que l’on dispose sur place d’un personnel doté de compétences techniques appropriées en matière de tourisme aux niveaux national, régional Best practices in tourism product development et local pour que le processus de développement and destination success in Africa de produits touristiques puisse aller de l’avant ; et

To highlight some of the best practices in tourism product – Mettre au point une stratégie de marketing et development in Africa, a series of case studies have de promotion pour faciliter le développement been selected. These cases further illustrate real world de produits touristiques, et mettre en œuvre un success stories which can be drawn on to help chart the programme de communications commerciales. course forward for tourism product development in other African destinations. Les meilleures pratiques suivies pour le développement de produits touristiques et les destinations qui réussissent en Afrique

– Plusieurs études de cas ont été choisies pour mettre en évidence certaines des meilleures pratiques suivies pour le développement de produits touristiques en Afrique. Ces cas illustrent des réussites constatées dans la vie réelle dont on pourra s’inspirer pour jeter les bases du développement de produits touristiques dans d’autres destinations africaines. ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100.

UNWTO • Tourism in Africa: A Tool for Development 13 84

INVESTOUR

Encouraging exchanges on investment INVESTOUR has grown and expanded to attract an and business opportunities in Africa increasing number of participants and potential investors. The success of past editions has been largely due to The Tourism Investment and Business Forum for Africa the continuous support and attendance of its Members. – INVESTOUR – is a joint initiative by the World Tourism INVESTOUR is, not only a unique business platform, but Organization (UNWTO), Casa Africa, representing the alsoan exceptional opportunity for potential investors Spanish Government, and the International Tourism Fair to meet with policy makers. The high level participation of Madrid (FITUR). of Tourism event but it is also a clear demonstration of the importance that tourism leaders attach to the role of The main objective of the Forum is to promote the tourism as a catalyst for socio-economic development. development of sustainable tourism in Africa by encouraging exchanges on investment and business opportunities in the region. Each new edition of INVESTOUR has been an Over the years opportunity to introduce new features. Initially opened to representatives of African national tourism administrations, Since its launch in January 2010, INVESTOUR has the Spanish Government and Spanish private-sector become a key event of FITUR. In four years, the total actors, the Forum was expanded last year to welcome the number of participants has almost doubled – from 160 in participation of Portuguese companies. 2010 to 269 in 2014. The event has also gained increased public recognition, welcoming each year among which FITUR is one of the world’s most important tourism fairs, several Ministers from the region. The high number of and in this context, INVESTOUR, and the working lunch projects presented at the B2B session – above 100 – of the Ministers of Tourism of Africa and the Middle East, is another indicator of the positive output of the forum. ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. is an excellent opportunity to showcase African tourism. Previous editions have covered themes ranging from hotel infrastructure, air connectivity, visa facilitation, product Over the years, INVESTOUR has proven to be an essential development and capacity building. The 6th edition, gathering for the promotion of tourism development in beyond Spanish and Portuguese companies, will focus on Africa, and to showcase the immense investment and the impact of Africa’s image on Foreign Direct Investment business opportunities existing in the region. (FDI) and on Human Capital.

14 UNWTO • AM Regional Report: Volume Four 84

INVESTOUR 2016 Figure 1 Total number of participants and projects presented in INVESTOUR since 2010 The 7th edition of the Tourism Investment and Business

Forum for Africa (INVESTOUR) will take place on 300 X Participants 269 21 January 2016 at the International Travel Trade Fair X Projects presented 250 (FITUR), hold in Madrid. 250 220 The structure of this important event is organized in two 200 sessions: The ﬁrst one is devoted to round tables and the 200 180 second session consists of business-to-business (B2B) 160 meetings. This constitutes a strategic platform that puts 150 141 134 African tourism project leaders and potential international 115 115 partners in direct contact with one another. 100 2010 2011 2012 2013 2014 The projects will be focused on the following areas:

Source: World Tourism Organization (December 2014). – Tourism project ﬁnancing and investments;

– The transfer of technology and know-how in the hotel business and tourism sector;

– Ecotourism operations in national parks and protected ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. areas;

– The promotion and representation of destinations in the international outbound market;

– The creation and improvement of hotel establishments;

– The promotion of cultural tourism; and

– Infrastructure and transport.

UNWTO • Tourism in Africa: A Tool for Development 15 84

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16 UNWTO • AM Regional Report: Volume Four 84

Introduction

This report relates to the current situation of – African tourism – Current situation and future prospects: Africa’s tourism and a proposed UNWTO recent tourism performance across Africa is analyzed and future methodology for tourism product development prospects identified, thus demonstrating the importance of a that can be applied to African destinations. well-defined strategy for tourism product development, so as to It discusses the prospects and challenges explore the array of opportunities that the international tourism of tourism development for African nations, sector offers to African destinations. describes a specific approach for developing unique tourism products and presents case – Tourism product development – Key concepts and studies of specific projects that are helping destination context: the key concepts of tourism product shape Africa’s tourism context. The Report development are presented and analyzed and a working is organized into five chapters, covering the definition is proposed. The tourist destination is defined and following themes: its characteristics explained. The variables influencing tourism product development are also provided and analyzed.

– Fundamentals and principles of tourism product development: aspects to put in place before effective tourism product development are presented. Principles and procedures of tourism product development are also discussed. It concludes by prioritizing the destination’s tourism product development objectives.

– A methodology for tourism product development in Africa: ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. the characteristics and features of a model destination are listed and illustrated. The UNWTO Prototype methodology for tourism product development is deﬁned and its phases explained.

– Best practices in tourism product development and destination success in Africa: the ﬁnal chapter presents a series of case studies related to tourism product development in Africa, thus illustrating some of the key points introduced and discussed along the Report.

UNWTO • Tourism in Africa: A Tool for Development 17 84

1. African tourism

1.1 African tourism: current situation North Africa outperformed most markets in both the and future prospects Middle East and Sub-Saharan Africa with an increase of 5.4% percentage points in occupancy, however, to While tourism has established itself as a vehicle for a comparatively low 51.9%. ADR increased by 3% and economic growth and job creation in the world, it is an RevPAR by 15% in this subregion, driven primarily by the under-developed opportunity in Africa according to World recovery in Egypt. Bank (2011). Average occupancy in the region is still relatively low As a result, there are long-term opportunities for growth, compared with other parts of the world. However, slow as reported in McKinsey’s 2010 study, Lions on the Move. supply growth coupled with increasing demand in recent Here, it is suggested that across Africa, new economic years has led to an improvement in occupancy, according partnerships are being forged, foreign investment to STR Global. is on the rise, and access to international capital is increasing. Growth in GDP per capita has resulted in the Receipts grew faster than arrivals in Africa (respectively emergence of a new middle-class of African consumers +3.3% and +1.8%), while Worldwide, international with discretionary income. As such and under the right tourism receipts grew somewhat slower than arrivals: conditions, the tourism sector can take advantage of 3.7% measured in real terms. these opportunities and thrive. Africa remains robust with growth expected to reach According to UNWTO Barometer (volume 13, April 4.2% in 2015. North Africa is forecast to grow by 2015), international tourism receipts grew in all regions, 3.1% while in Sub-Saharan Africa, growth remains with Africa growing (3% share) by USD 1 billion to strong but is expected to slow this year to 4.5% in the ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. USD 36 billion (EUR 27 bn). face of headwinds from declining commodity prices and the epidemic in Ebola-affected countries. Especially Africa and Middle East recorded the highest increase in oil-exporter Nigeria is experiencing slower growth of occupancy across world regions (+2.3% - percentage 4.8% in 2015, as opposed to 6.3% reported in 2014. points) according to STR Global, though it is still below other regions (63.3%). Average Daily Rate (ADR) rose 1% to USD 166, and RevPAR (Revenue per Available Room) climbed 5% to USD 105.

18 UNWTO • AM Regional Report: Volume Four 84

Africa: weaker growth in most destinations

International tourist arrivals in Africa are estimated to have increased by 2% in 2014. In absolute terms, the region welcomed a total of 56 million international tourists. International tourism receipts (+3%) increased by USD 1 billion to reach USD 36 billion. These ﬁgures should be interpreted with caution, as results are still based on the comparatively limited data available so far. The region maintained a 5% share in worldwide arrivals and a 3% share in tourism receipts.

In North Africa (+1%), international tourist arrivals in leading destination Morocco grew by a modest 2%, following a strong performance in 2013, while arrivals in Tunisia decreased by 3%.

Sub-Saharan Africa grew by an estimated 3% in 2014, based on available information. Arrivals to the subregions largest destination South Africa (+0%) ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. were ﬂat in 2014. Worth mentioning among the other destinations for which data is reported are Côte d’Ivoire (+24%), Madagascar (+13%), Mauritius (+5%), Zimbabwe (+3%) and the Seychelles (+1%).

UNWTO • Tourism in Africa: A Tool for Development 19 1.2 Trends and recent performance in African Tourism In 2014, Africa attracted 55.7 million Since 2000, international arrivals to Africa have increased international tourist arrivals out of by 29.5%. Growth has been more signiﬁcant in Sub- 1,133 billion arrivals, representing Saharan Africa – up 19.9% since 2000. Growth in North 4.9% of the world’s inbound tourism. Africa has been slower, up 9.6% since 2000.

Table 1.1 International tourist arrivals to Africa (million) 84

2000 2005 2010 2013 2014

Africa 26.2 34.8 49.5 54.4 55.8

North Africa 10.2 13.9 18.8 19.6 19.8

Sub-Saharan Africa 16.0 20.9 30.8 34.7 36.0

Source: World Tourism Organization (2015) Barometer.

Figure 1.1 International tourist arrivals to Africa (million)

X Africa 40 X North Africa

30 X Sub-Saharan Africa

10 2000 2005 2010 2013 2014

Source: World Tourism Organization (2015) Barometer.

In North Africa, tourism results since 2010 were Madagascar (+13%) reported strong growth, however, negatively affected by the Arab spring, having recorded arrivals to South Africa, the subregion’s largest destination, a minimum growth in the last four years. On the other were ﬂat in 2014. hand, Sub-Saharan Africa increased by more than 5 million tourists, boosting Africa’s modest growth over the last years. In 2014, the region maintained a 5% share ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. in worldwide arrivals and a 3% share in tourism receipts.

North Africa grew by an estimated 1% in 2014 and Modest growth rates – international tourist arrivals in leading destination Morocco The volume of international arrivals grew by 2% in 2014, following a strong performance in 2013, while arrivals in Tunisia decreased by 3%. to Africa grew by 5% from 2010 to 2014. Sub-Saharan Africa performed better Sub-Saharan Africa grew by an estimated 3% in 2014. According to available data, Côte d’Ivoire (+24%) and than the north of Africa.

20 UNWTO • AM Regional Report: Volume Four 1.2.1. Tourism contribution to employment 1.2.2 Tourism spending

The importance of tourism to employment in Africa is Leisure tourism is responsible for most of the growing. While in 2000 the sector accounted only for tourism expenditure in Africa. Results increased from 11,600 jobs in the region, this number went up to 20,500 USD 50.8 billion in 2000 to USD 95.9 billion in in 2014 (8.1% of total employment in the region). Between 2014. Forecasts indicate that in 2025 it will reach 2008 and 2011 the number of jobs decreased but since USD 160.9 billion. As for business tourism this is expected then it has been increasing every year. According to to increase to USD 69.9 billion in 2025 (see ﬁgure 1.3). World Travel and Tourism Council (WTTC), tourism´s total

84 contribution to employment is expected to grow to 26,000 in 2015. As for tourism direct contribution to employment, the progress has been similar and from 2000 to 2014 the region gained almost 3,500 new jobs directly related to tourism (see ﬁgure 1.2).

Figure 1.2 Tourism contribution to employment in Africa (jobs in thousands)

25,000

X Total 20,000 X Direct

15,000

10,000

5,000 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

Source: World Tourism Organization (2015).

Figure 1.3 Tourism spending (USD billion)

100 X Leisure 80 X Business

20 ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100.

0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

Source: World Tourism Organization (2015).

UNWTO • Tourism in Africa: A Tool for Development 21 Figure 1.4 International tourism 2014 84

Source: World Tourism Organization (2015), Tourism Highlights.

1.2.3 2014 Africa tourism performance – Tourism is one of the fastest growing sectors of the world economy: international tourism has shown In economic terms, many countries in Africa, especially in almost uninterrupted growth since the 1950s and has Sub-Saharan Africa, have beneﬁtted from strong growth in almost doubled over the past decade; their tourism sector in recent years. However, despite the economic importance of tourism, the continent’s share of – Tourism shows particular promise for developing the worldwide tourism market is relatively modest. countries: tourism is growing faster in the world’s emerging and developing regions than in the rest of To help change this apparent paradox, the World Bank the world; developed the Africa Region Tourism Strategy (2011), for African countries to take advantage of their natural – Demand for Africa tourism products keeps and cultural tourism assets so as to build economically growing: from a small base of just 14.7 million visitors productive and sustainable tourism sectors. in 1990, Africa attracted 56 million visitors in 2014; and ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100.

The importance of a tourism based strategy for Africa is – Tourism accelerates reform: tourism is a beacon clearly conﬁrmed by the role played by the sector in the for pro-business policies and reforms that can help world as well as in the region: SME development and stimulate foreign investment.

– Tourism creates jobs and stimulates SME (Small From an analysis of UNWTO tourism data, it is clear that and Medium Sized Enterprise) growth: in 2014 it Africa has an unfulﬁlled tourism potential, with only a represented 9% of world GDP – direct, indirect and minority of the Sub-Saharan countries taking advantage induced impact; of the opportunities the sector poses. This is further

22 UNWTO • AM Regional Report: Volume Four confirmed by WTTC’s Travel and Tourism Economic passenger transportation services (excluding commuter Impact 2015 – Africa report, which confirms that the direct services). But it also includes, for example, the activities contribution that the direct contribution of travel and of the restaurant and leisure industries directly supported. tourism to GDP in 2014 was USD 83.3 billion (3.4% of GDP). This is forecast to rise by 3.7% to USD 86.4 billion in 2015. In general, it is clear that travel and tourism make a small This primarily reflects the economic activity generated by direct contribution to the GDP (% of GDP) of African industries such as hotels, travel agents, airlines and other countries.

84 Figure 1.5 Direct contribution of travel and tourism to GDP

Constant 2014 (USD billion) % of whole economy GDP

200 4.5 4.0

150 3.5 3.0 2.5 100 2.0 1.5 50 1.0 0.5 0 0 2011 2011 2014 2014 2012 2012 2013 2013 2010 2010 2007 2007 2005 2005 2008 2008 2009 2009 2006 2006 2025 2025

Source: World Travel & Tourism Council (2015).

Figure 1.6 Direct contribution to GDP from travel and tourism (% of GDP) ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100.

Source: World Tourism & Travel Council (2015).

UNWTO • Tourism in Africa: A Tool for Development 23 84

However, the potential is high and products such as safari domestic travel and intra-regional tourism are just some tourism, beach tourism, business travel, diaspora tourism, of the examples provided by the World Bank as major nature/adventure tourism, cultural heritage tourism, opportunities for development (World Bank, 2011).

Figure 1.7 Tourism product opportunities in Africa

Cultural heritage tourism

Diaspora tourism

Intra-regional tourism

Safari tourism ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100.

Business Beach tourism tourism Nature/adventure tourism

Source: World Bank (2011), Africa Region Tourism Strategy.

24 UNWTO • AM Regional Report: Volume Four 84

1.3 Future outlook

Based on the analysis provided, we are optimistic about the economic future of Africa for many reasons. Africa’s private sector is increasingly attracting investment, with much of the funding coming from Europe and the United States of America. Returns on investment in Africa are among the highest in the world (World Bank, 2014).

Tourism is one of the key industries driving change in the continent and it provides multiple opportunities for economic growth and improved livelihoods. Among the reasons to develop tourism we can ﬁnd the creation of jobs, regional economic development, improvement of infrastructure, increasing domestic consumption and exports diversiﬁcation, cultural heritage and environmental preservation, empowerment of women, the youth and marginalized people, amongst others.

To explore these opportunities, it is essential that African countries adopt clear strategies based on suitable methodologies for tourism product development. It is ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. with this goal in mind that the UNWTO Afﬁliate Members Programme together with Casa África develop this present report, thus offering African destinations tools, techniques and a unique methodology to help enhance their competitiveness in today’s global tourism sector.

UNWTO • Tourism in Africa: A Tool for Development 25 84 2. Tourism product development

2.1 Tourism product development: key concepts and destination context

There are two key aspects to tourism product development:

1. It is not an activity undertaken in a vacuum, but is part of an extensive and inter-related process; and

2. Market research, product development and marketing represent a continuum. The failure to deliver any of these key components will result in the destination under-realizing its potential.

The range and scope of the tourism product offer is what attracts tourists to a destination. Yet the development of tourism products forms part of a large, inter-related and continuing process and should not be considered in isolation.

A destination’s overall development policy will lead to strategic development priorities and principles for the various economic and social sectors, one of which will be tourism. The identiﬁcation of tourism product development opportunities in line with these strategies will be determined through the understanding of tourist ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. market trends and tastes through market research; and the realization of the opportunities will require capital investment and marketing. Indeed, the link between the market and the product – demand and supply – is fundamental. There cannot be one without the other. Given that the great majority of prospective tourists have not previously

Note: For more information on this topic, please refer to the Handbook on tourism product development, a joint publication by UNWTO and ETC from which, the information presented in the following two chapters is taken.

26 UNWTO • AM Regional Report: Volume Four 84

Figure 2.1 Destination tourism development framework

Where are we Where would we like to be? How do we get there? Stay ahead and how well do we compare? What are our Who are our What do we What should we How do we dreams, goals to clients and what need to do well develop and sell ensure and achieve and are their to comply with to then, at what measure success? direction? preferences? their needs? price, how and through what mechanisms?

Destination Target Development programmes competitiveness market • Spatial tourism development Vision, • Demand/ strategy Plan goals, customer patterns Key success objectives • Projects and segments factors and and core • Attractions • Resources Positioning capabilities strategies • HR/awareness • Supportive and • Infrastructure industries branding strategy • SMME/entrepreneurship

Competitor performance Competitor • Industry structure and rivalry • Safety

What core image Marketing programmes do we wish to project to them? Products Place ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100.

Integrated implementation framework implementation Integrated Target market Institutional management and monitoring Institutional management

Price Promotion

Macro environment:

Technological Economic Political Natural

Source: World Tourism Organization and European Travel Commission (2011), Handbook on Tourism Product Development.

UNWTO • Tourism in Africa: A Tool for Development 27 84

visited the destination, targeted and effective marketing For the purpose of this report, the focus is on those is vital for tourism destinations and the providers of their products, in which governments can play a role by tourism products. contributing to achieve one or a combination of the following objectives: Tourism product development can be defined in many ways: at one extreme, it can be seen as embracing all 1. To increase and speed up the sector’s economic elements with which the visitor to a destination comes into contribution; contact, including infrastructure (e.g. transport, utilities), the service personnel, places of lodging, attractions 2. To shape development in a form that ensures it is and activities, facilities and amenities; while, at the other both sustainable and responsible, providing good extreme, tourism product development can be defined as experiences for the tourist but also bringing substantial comprising only those attractions, activities and facilities benefits to the local community and safeguarding the that are specifically provided for the visitors. What is clear is natural environment; and that without the infrastructure to support the development of the attractions tourists want to see and activities they 3. To add to the provision of leisure recreational and other want to do on their visit, tourism product development will services that can benefit the local community as well as not fully succeed. visitors.

Given that demand for almost all such features comes These interventions foster development that would not not just from foreign tourists but also from visitors from have occurred without some form of direct government elsewhere in the destination as well as from the population action or support. resident in the vicinity of the development, it is not a simple ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. task to separate these different demand segments. What is In many, if not in most instances, large-scale projects important for destination authorities in supporting tourism such as hotels and resorts are private sector investments, product development is to understand precisely what though some form of state support may be provided. This combination of objectives it is seeking to meet through form of development is not included within the conﬁnes of their support for the development – and to appreciate the this handbook, other than where they constitute attractions socio-economic beneﬁts of such developments. drawing tourists into a destination e.g. eco-lodges aimed at the nature-based tourist.

28 UNWTO • AM Regional Report: Volume Four Similarly, infrastructure projects and the provision – Experiential: festivals, activities, community, event, of amenities, both of which are essential for tourism dining and entertainment, shopping, safety, service. and which typically require extensive investment from destination authorities, are excluded. Instead the focus of – Emotional: human, cultural and historic resources, the handbook is on tourism product developments that fall hospitality. into the two categories of: – Physical: infrastructure, natural resources, accom- – Activities: things to do; and modation, restaurants.

84 – Attractions: things to see. The range of attractions and activities that fall under the umbrella term of ‘tourism products’ covers such diverse A tourism product in a destination is an amalgam of many components as natural features, history and cultural experiences as far as the tourist is concerned. It is not heritage, the built environment, and the people of the just the hotel stayed in, the places, museums, parks, destination themselves. A scenic landscape, a theme restaurants, theatres, shops visited, or the journey to and park and a classical concert are all tourism products, as from the destination. It is all of these things, and more. are waterskiing, snowboarding, rock climbing, learning to When planning new tourism product developments, it prepare local dishes/specialties or making a traditional is necessary to see how the ideas ﬁt with the existing handicraft of the destination. provision. Any tourism product is made up of three factors:

For the purpose of this report we propose the adoption For the purpose of this report, the focus is on of the following deﬁnition: the development of a portfolio of things for visitors to see and do (e.g. active pursuits such as – Tourism product development is a process sports, water-based activities, hiking/walking/ cycling, whereby the assets of a particular destination etc.; pastimes related to natural and cultural heritage, are molded to meet the needs of national and organized entertainments, health and wellness; and international customers. recurring festivals and events).

–The ‘tourism product’ can include natural or man-made attractions, hotels, resorts, restaurants, theatres, activities, festivals and events. ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100.

Source: World Tourism Organization and European Travel Commission (2011), Handbook on Tourism Product Development.

UNWTO • Tourism in Africa: A Tool for Development 29 84

2.1.2 The tourism destination and 2.2 Variables inﬂuencing its characteristics tourism product development

The tourism destination: In order for destination authorities to approach the process of tourism product development planning in a systematic – Comprises many products within the overall and market-led way, there are a number of fundamental destination; initial actions to be taken. Of course, all destinations already have some level of tourist activity related to – Involves many stakeholders with differing objectives their basic resources and the attractions, activities and and requirements; facilities that have been created. So, while the building block approach is advocated, it is acknowledged that – Is both a physical entity and a socio-cultural one; most destination authorities will already have laid these foundations. These destinations will know what they have – Is a mental concept for potential tourists; that could be developed for touristic purposes and what their strategic product and market developments needs – Is subject to the influence of current events, natural are. Nonetheless, it can be a worthwhile exercise to go disasters, terrorism, health scares, etc.; back to basics and run through the checklist spelt out below as a means of verifying that the directions being – Is subject to historical, real and fictitious events; pursued are appropriate and likely to bring the greatest level of beneficial results. – Is evaluated subjectively in terms of what represents value-for-money e.g. based on reality compared with First, it is essential to consider the influences on, and ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. expectations; and determinants of, tourist demand in order that the right types of products might be developed, i.e. that the market – Differs in size, physical attractions, infrastructure, wants and that bring the destination the greatest reward, benefits offered to visitors and degree of dependence while creating minimal environmental damage or socio- on tourism – in fact no two tourism destinations can cultural conflict. be treated the same, each offering its own unique and authentic attributes. The UNWTO series of long range tourism forecasting studies – Tourism to the Year 2000 and Beyond, Tourism 2020 Vision and Tourism Towards 2030 (published in

30 UNWTO • AM Regional Report: Volume Four 84

1991, 1997 and 2011 respectively) identified a series of 2.3 The role of destination authorities qualitative factors that shape the pattern, scale and forms in tourism product development of tourism development. These remain valid. Some of the factors continue to exert an influence decade after The governmental role in democracies is to establish the decade, albeit in different manifestations; others have an conditions for economic growth, through facilitating and effect for a limited period only. supporting those sectors where they can have competitive advantage. In order to facilitate and support their tourism The continuing influences – the foundations for tourism sectors, governments are under pressure inter alia to – include economic, technological, political and develop the enabling transport and utilities infrastructure, demographic factors. establish the vocational training system, and create a positive image of the destination as an aspirational place However, there are other key factors that determine a to visit in the international tourist marketplace. These destination’s strategic approach to the development of its are all high cost items. In addition, as tourism provides tourism sector: opportunities for SMEs (small and medium enterprises) many governments provide incentives to encourage this – What it has, or can develop, to attract and satisfy type of business. tourists in a sustainable manner – e.g. in the main its natural, historical and cultural resources; As a result, the involvement of destination authorities in the development and marketing of their tourism sectors is – What the market opportunities are for the products imbalanced in many instances. While tourism development it can develop, taking account of competitors and policy, strategies and plans exist for the majority of market trends and tastes; countries around the globe, and almost all destinations ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. – either through state, private or combined agencies – – How strong are: a) the destination’s factors of undertake destination marketing and promotion geared to production (e.g. land, labor, capital and enterprise) attracting tourists, a relatively small number of destination in respect of generating and supporting tourism authorities are actively involved in shaping the tourism development, and b) its standing in attracting outside products developed and offered. For countries that place investment; and tourism high on their economic development priorities, major investment is made in air and sea ports, roads, – What priority and level of support the destination power and water provision – often in the case of less government allocates to the tourism sector. developed countries through the support of international

UNWTO • Tourism in Africa: A Tool for Development 31 84

or regional funding agencies. For other countries public- impacts in the form of SMEs and/or community tourism, private investment is becoming an increasingly used boosting economic development in certain regions of the model for the ﬁnancing of tourism infrastructure. destination or reducing the seasonal imbalance.

The reason why relatively few countries are directly While the majority of such guidance – and direct intervention involved in tourism product development as opposed to through incentives – relates to economic growth, destination marketing is not difficult to find. Government governments can also direct the type of tourism product is responsible for establishing goals and directions for development to minimizing damaging environmental or the destination’s various economic sectors; and are keen socio-cultural impacts on the destination and its resident to establish the destination’s reputation as an attractive population. There is also a third goal in supporting tourism place to visit – since the market perception also influences product development, namely improving the provision non-tourism factors like inward investment in industry of facilities that the local population can also enjoy, thus and commerce. Furthermore the tourism operators, while improving their quality of life. As the living standards accepting their own responsibility to fill their seats or beds, of population rises, so does demand for leisure and argue that the state should finance the marketing of the recreational products and services. Tourism can meet destination as a whole. both these needs: first, by bringing in visitors to the area to visit the attractions, participate in the activities and Tourism product development has been left largely to utilize the facilities developed; and, second, by providing market forces in most destinations with well-developed these attractions, activities and facilities for local people and long-established tourism sectors. Only in the past to patronize. In many instances local demand alone is half-century have governments sought to direct tourism insufficient to justify the development but can serve as the product development. Certain types of attraction or facility top up for the features created principally for the visitor ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. are included in tourism development policies with plans market. increasingly geared to meet specific socio-economic objectives. These objectives can be as varied as attracting inward foreign investment, generating local level economic

32 UNWTO • AM Regional Report: Volume Four 84

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Find out how you can access this invaluable source of knowledge by visiting www.e-unwto.org or contacting [email protected]

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UNWTO • Tourism in Africa: A Tool for Development 33 84 3. Fundamentals and principles of tourism product development

3.1 Aspects to put in place before effective tourism product development

There are three fundamental issues to which all destination authorities need to give the most careful and detailed consideration, namely:

1. Structures: establishing appropriate institutional arrangements for tourism;

2. Inter-agency coordination: tackling the challenge of coordination both between central government departments and down the line to the regional and local administrations; and

3. Planning system: establishing a planning system and a full planning process that gives adequate guidance but encourages originality and stimulates investment. Tourism is unlike any other economic sector in that it involves the state, private sector and community where it takes place. Under such circumstances:

– Planning for tourism is vital;

– A different approach to policy and planning is needed to that ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. used for other sectors; and

– In order to create an economically successful and fully sustainable sector over the long term, tourism planning should be comprehensive, fully coordinated and undertaken over an extended time frame.

34 UNWTO • AM Regional Report: Volume Four 84

3.2 Principles and procedures of 9. Drawing up a marketing and promotion strategy to tourism product development support the tourism product developments, and implement a programme of marketing communications. Then there are a series of principles that underpin all sound tourism product development planning and successful In fact, like for any product development, tourist attractions, operation, whether stimulated by the public sector, arising activities, facilities and events must ﬁrst and foremost be in from private sector, or community initiative: line with the tastes and trends of the market. Destinations need to know what the market likes, what it is looking 1. Understanding market tastes and trends – market for, and how its preferences are changing and are likely research; to change in coming years. Demand is not static and is subject to a wide range of inﬂuences – including marketing 2. Market: product ‘matching’; and promotional campaigns.

3. Designating tourism development areas/zones; Translating these patterns of demand into products and their presentation is the challenge for destinations. This 4. Undertaking extensive stakeholder consultation – process involves relating the resources available in the including with the local communities in the areas of destination to market demand and developing a product development – in an open manner and in a spirit of co- offer that will appeal to a number of identified target markets operation; and segments. The product development strategy will depend on the exact nature of the resources available: if 5. Pursuing flagship development opportunities; there is a major attraction, then a flagship approach using a hub and spoke approach can be employed. If, however, ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. 6. Identifying opportunities for clusters, circuits and there are no opportunities for destination ‘attractors’, then events; a clustering approach whereby a number of features can be grouped together to constitute a product offer that can 7. Preparing a full product portfolio and investment plan; persuade the prospective visitor to choose the destination. The use of festivals and other events to bring visitors into 8. Ensuring that personnel with the appropriate tourism a destination that they might not otherwise choose to visit, technical skills are in place at national, regional and or to address seasonality imbalances of visitor flows, can local levels to carry the process of tourism product be valuably employed. development forward; and

UNWTO • Tourism in Africa: A Tool for Development 35 84

Table 3.1 Tourism product development: principles and procedures

Activity Purpose

Market Pest Understand proﬁle, characteristics, tasks and trends of markets and segments. Political, economic, social and technological analysis

Market: product matching Identify products and services to be developed in line with market requirements.

Tourism/product development areas Identify areas within the overall destination appropriate for speciﬁc types of product development.

Stakeholder consultation and Ensure the opinions and aspirations of all relevant stakeholders – local, national, collaboration international – are canvassed and taken due account of in the tourism product development plans prepared.

Flagships/hubs Identify outstanding features within one or more tourism/product development areas where major products can be developed to constitute ‘hubs’ to attract tourists.

Clusters, circuits and events Create the ‘spokes’ fed through the ‘hubs’ by bundling together a range of attractions and activities, creating tourism routes, and organising festivals and events.

Product portfolio Formulate the various tourism product development opportunities into a cohesive and and investment plan integrated development plan, and prepare and disseminate a product investment portfolio for prospective investors. ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100.

Human resource development Create vocational training and managerial educational programmes that produce the level and quality of personnel needed by the planned tourism product developments.

Marketing and promotion Feature the tourism product developments in the positioning of individual tourism development areas as part of the overall destination branding.

Source: World Tourism Organization and European Travel Commission (2011), Handbook on Tourism Product Development.

36 UNWTO • AM Regional Report: Volume Four 3.3 Steps in the process 1. Establishing the present situation;

Having established the overall priorities and policies of 2. Identifying the opportunities; and the tourism sector, the task of exploring the potential for tourism product development and leveraging identiﬁed 3. Prioritizing the destination’s own tourism sector’s opportunities that meet the market´s requirements for objectives. innovation, differentiation and authenticity involves a three-stage process: There is a series of ﬁve analytical tools that can help a destination understand where it is, what options it has

84 in respect of the development of its tourism sector, and how best to focus its product development and marketing strategies. These are summarized in the chart below.

Figure 3.1 Investigating the potential for tourism product development: tools

PEST Establish basic conditions for tourism development.

SWOT Identify present market position and identify opportunities.

TALC Identify place on the tourism area life cycle.

Ansoff Clarify strategic options.

BCG matrix Identify product and market development actions.

Source: Tourism Development International.

3.3.1 Establishing the present situation 3. Where they are on the tourism area life cycle (TALC);

It is important that destinations understand where they 4. Whether they are facing a challenge of market ﬁt, and how they are perceived, in the international development, product development or both through marketplace. There are a series of analytical tests use of the Ansoff Matrix; and destinations can conduct that will help establish what their tourism product development opportunities might 5. Where their existing product range ﬁts on the Boston be and, based on these, what its priorities should be. It Consulting Group Matrix (e.g. star, question mark, cash is important at the outset for destinations to understand: cow or dog).

1. Where they are in terms of their political and socio- The starting point for each destination can thus be gauged ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. economic development – the backcloth for tourism by simple reference to the set of determinants, how well development. This is undertaken through PEST analysis positioned and equipped it is to face the challenges, and – political, economic, sociocultural, technological; the position it has on the TALC chart and the two strategic planning matrices. 2. What their competitive position is, obtained through SWOT analysis – strengths, weaknesses, opportunities, threats;

UNWTO • Tourism in Africa: A Tool for Development 37 3.3.2 Identifying the opportunities In essence, the process will tell the destination what its opportunities are in the broad sense – the raw materials By applying the strategic planning tools presented in the that could be developed into end products and services previous section, a destination can determine: with market appeal.

1. What its current position and performance as a It can be useful for a destination to draw the ﬁndings competitive destination are; and together in the form of a check list as set out below:

2. The strategic directions in terms of product and market

84 development in which it could be heading to achieve sustainable growth for its tourism sector.

Table 3.2 Tourism product development checklist

Accessibility – Transport infrastructure – all modes; and – Degree of dependence on foreign operators.

Resources/existing products – Range and quality of natural and cultural resources; – Degree of diversiﬁcation in present product offer; – Degree of geographic concentration of present product offer; and – Supply and caliber of, and training facilities for, personnel for the tourism sector.

Demand – Scale and trends of existing market demand – and forecast growth; – Market and product development opportunities – and impact on growth of the tourism sector; – Present and possible future market mix; and – Position on the Tourism Area Life Cycle.

Policy and government– Form of government and degree of centralization; – Existing priority attached to, and policy for, tourism; and – Openness for tourism e.g. visa arrangement and FDI (Foreign Direct Investment) conditions.

Tourism in the destination’s – Destination’s stage of economic development; economic development – Relative importance of tourism in present economic development; – Structure of markets; and – Level and quality of entrepreneurship, innovation and education.

Source: Tourism Development International.

3.4 Prioritizing the destination’s have minimal involvement. In this scenario, government tourism product development involvement is typically limited to the management of objectives tourist movements into, out of and around the destination through immigration controls and transport infrastructure, With the broad range of product development the regulation of travel and tourism enterprises, and some ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. opportunities ascertained, the next stage is to assess degree of destination marketing. In sharp contrast are how approaches to realizing these opportunities might those destinations whose authorities play a hands on differ according to the destination’s policy and strategic role in encouraging, facilitating and supporting tourism objectives established for tourism. Though almost all development through the circulation of market research destinations support their tourism sectors because of the studies to the private sector, the organization of training economic beneﬁt it can generate, there are many ways in programmes for sector personnel, the availability of which this goal can be put into practice. At one extreme ﬁscal and other incentives for product development, and are destination governments that take the line that tourism extensive promotion of the destination. is a private sector activity in which government should

38 UNWTO • AM Regional Report: Volume Four 84

Most countries fall somewhere between these two Economic extremes. 1. To attract foreign investment; While economic considerations are the principal reason for governments to support their tourism sectors, there 2. To achieve more rapid and extensive development of can be a sharp division between those who see inward the tourism sector; foreign investment as the key priority and those whose support for the sector is based on its ability to create 3. To assist market product diversification; economic activity – on a small to medium scale – in areas and among communities that have few alternative forms of 4. To assist in product innovation; development and economic advancement. 5. To reduce the risk of over-concentration on a narrow Most destinations, recognizing that tourism also has product range (and limited market base) by facilitating environmental and socio-cultural impacts, by vir tue of tak ing the development of a new range of products identified place in the host country, seek to shape tourism product through market research as being in line with market development so that it creates economic benefits and adds trends and preferences; to the attractions and facilities that the local population can enjoy while avoiding the creation of damaging impacts on 6. To adjust the seasonal pattern of visitation through the area’s natural resources or society. product developments that will spread tourism more evenly across the year; Within this interlinked network of objectives there is a multiplicity of aims-goals-objectives that governments 7. To increase employment, tourism being a labor-intensive ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. can set for their tourism sectors, many of which require sector; and different approaches to tourism product development. 8. To boost local SME development in order to retain a There is also a wide range of criteria that governments higher proportion of economic benefits through the can set in deciding if, and how, to support tourism reduction of leakage and increased backward linkages. product development. Though the criteria are presented in three broad groups – economic, socio-economic, and management and coordination – it is clear that there is a considerable degree of overlap and interdependence:

UNWTO • Tourism in Africa: A Tool for Development 39 84

Socio-economic Management and coordination

9. To facilitate regional development by improving access 14. To ensure the development of sustainable tourism, to a part of a country not beneﬁting from the sector as balancing economic beneﬁts with the retention of much as other parts e.g. rural areas, urban regeneration environmental resources and the host community’s projects; values and culture;

10. To assist the development of responsible tourism 15. To enhance the quality of the product offer; products (e.g. fairness to local community/pro-poor); 16. To build a strongly positive image of the destination, by 11. To support community-based tourism projects; endorsing products of prestige and quality, thereby creating benefits both for tourism and through inward 12. To seek to alleviate/eradicate poverty through investment in other industries; programmes such as Sustainable Tourism for Eliminating Poverty; and 17. To coordinate tourism product developments that involves multiple assets and entities; 13. To create a flagship attraction that represents a geographic hub in a part of the country allowing other 18. To facilitate tourism product development that is complementary products to be developed to create a dependent on state intervention and would not occur cluster – can also be a thematic flagship hub. otherwise;

19. To ensure that tourism product development is in line ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. with protection/preservation of ecologically sensitive The 20 criteria that determine a destination’s environments and the conservation of a community’s priorities in respect of the tourism sector – and cultural heritage and historic sites; and speciﬁcally tourism product development – cannot be applied unless the organizational structures, 20. To coordinate the development and marketing of processes, plans and coordination mechanisms product clusters and trails/circuits. are in place.

40 UNWTO • AM Regional Report: Volume Four 84

Over one billion international tourists travelled the world in 2014, supporting jobs, generating income and boosting development.

International tourism currently accounts for 10% of

${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. global GDP, 30% of services exports and 1 in every 11 jobs.

At the World Tourism Organization (UNWTO) we work to make this impact even greater.

Because every tourist counts.

UNWTO • Tourism in Africa: A Tool for Development 41 84 4. A methodology for tourism product development in Africa

4.1 The model destination

Every destination is different, thus one single approach to tourism product development would not be appropriate. Furthermore the different types of tourism product vary in terms of their needs so there cannot be a valid standard approach to all product development. However, in order for this Report to provide the necessary guidelines for each destination in Africa, there are certain key principles in the process of tourism product development planning that can be illustrated through what might be called ‘a model destination’. This may not relate to any speciﬁc destination but is drawn in such a way that many destinations will share some – even several – of the characteristics and features outlined below. In that way, even if a destination does not have one or more of the aspects detailed it can still follow the main steps of the planning process.

Based on this approach, the model destination is characterized by:

1. Being in the growth phase of the tourism area lifecycle;

2. Facing issues of broadening both its product and market mix; ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. 3. Being helped through a good level of government support but;

4. Hampered by limitations both on manpower and ﬁnancial resources; and

5. Concerns about environmental and socio-cultural impacts in parts of the destination.

42 UNWTO • AM Regional Report: Volume Four 84

A fuller speciﬁcation of the model destination is outlined Tourism performance as follows: – Has a market perception of being a progressive country with much of tourist interest, and generally Location/access safe, though with standards below those of major tourist destinations; – A short haul destination for one major regional source market area, but mid-long haul from others; and – In the strong growth stage on the tourism area life cycle; – Good access provided by an active national carrier, the main scheduled carriers from principal source – Looking to broaden its market appeal, while developing markets, and package tour charters during the main new products to extend its market attractiveness to tourist seasons. both existing and new markets; and

– Allies itself to a number of regional competitors, Resources existing products following the lead set by these destinations in some respects, and developing its own initiatives in others. – Has a distinctive and high quality coastal resource for tourism development, complemented by other natural and cultural heritage resources; Government policy and structures

– Has a concentration of tourism development in a small – A market economy where the government makes ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. number of locations; and strategic intervention in support of its economic development policies and strategies; – All resources have considerable remaining potential for development, though there are areas of environmental – A rapid growth economy but not yet at the stage of vulnerability and traditional communities that need to being a fully industrialized country; and be protected from overdevelopment. – Has decentralized planning authority to the regional/ provincial level but not to the local level.

UNWTO • Tourism in Africa: A Tool for Development 43 84

Tourism policy Manpower

– Pursuing a development strategy of a mixed economy – Has a number of planning personnel with qualiﬁcations with tourism being one of a number of important and experience of the tourism sector at central level, sectors, but not the predominant one; but limited capability at regional/provincial level; and

– Is seeking a balance between foreign and local – Has a vocational hospitality sector training college investment in all sectors, including tourism; but output is insufficient to meet the sector’s needs – particularly at supervisory, back office and managerial – Is seeking to spread the benefits of tourism around levels. the country through the development of clusters of attractions/activities and touring circuits rather than In reality, no destination starts tourism product through major, fixed site developments which are development from scratch: all destinations have certain attracting new investment with little need for state facilities, attractions and amenities that are patronized intervention; and by visitors from outside the area though many of these features were established to cater for the needs and desires – Is seeking to achieve a more even seasonal spread of of the local population. Every destination has an existing tourism. institutional set up, planning systems and procedures, and economic development policies and strategies into which development in the tourism sector fits. Local economy The major limitation, however, normally lies in the ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. – Has growing and dynamic local investment and financial resources and broad knowledge of the tourism entrepreneurial sectors though not sufficiently large sector needed to develop a thorough process of tourism to finance major development projects without state product development. For this reason, the UNWTO assistance or foreign partners. Affiliate Members Programme has developed a specific methodology to help destinations develop their tourism product strategy: the ‘Prototype methodology’.

44 UNWTO • AM Regional Report: Volume Four 84

4.2 UNWTO Prototype methodology products, territorial tourism intelligence, brand identity for tourism product development and communication strategies.

The ‘Prototype methodology’ aims to provide the framework The Prototype methodology creates a working committee where the private and public sectors collaborate to share among the Afﬁliate Members who want to participate, knowledge and create innovative tourism products to exchanging perspectives, approaches and insights in increase the competitiveness of destinations. order to build the ideal project.

The Prototype methodology assists destinations and the All projects derived from this Prototype methodology private sector in ﬁnding solutions to speciﬁc issues in under UNWTO are required to comply with the Global developing private and public initiatives whose main goal Code of Ethics for Tourism to maximize tourism’s socio- is to drive economic and social growth. economic contribution while minimizing its possible negative impacts. In respect to the methodological The Prototype methodology designs a road map based approach, it follows a 5-phase approach, with a series of on initial research and analysis, incorporating the activities as follows: possibility of governance models, tourism development

Figure 4.1 UNWTO prototype methodology

${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. 1. Prototype / 3. Business plan 5. Supervision and Discovery phase 2. Technical designn development 4. Going live improvement processes

UNWTO • Tourism in Africa: A Tool for Development 45 Before presenting in detail each of these phases it is important to brieﬂy summarize their scope:

– Request from destination;

– Compilation and study of information about the destination; PHASE – Field work/prospecting trip; 1 – Analysis and initial insights, targeting; and

84 – Project packaging.

– Approval by destination for prototype development;

– Invitation to the Afﬁliate Members; PHASE – Identiﬁcation of potential participants; 2 – Initial drafting of governance model; – Approval of initial brand identity; and

– Appointment of the team for prototype development.

– Creation of a Supervision Committee;

– Project positioning;

– Development of touristic content;

PHASE – Communication and visibility model; 3 – Governance model;

– Finance and funding model; and

– Deﬁnition of goals and Key Performance Indicators (KPIs).

– Appointment of Executive Committee and management team;

– Implementation of a territorial tourism intelligence unit and technological surveillance; PHASE – Institutional and reputation strategy; 4 – Marketing and communication strategy; – Research and development activities;

– KPIs Goals analysis and measurement; and

– Financial analysis. ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100.

– Reengineering and optimization with diagnostic tools;

PHASE – Upgrade and improvement plan; and 5 – Follow up and continuous performance evaluation and certiﬁcation.

For the implementation of the Prototype, each of these phases consists of a series of activities, workﬂows and critical aspects that are presented and explained.

46 UNWTO • AM Regional Report: Volume Four 84

Figure 4.2 UNWTO prototype: discovery phase

Goals

To research the touristic offering as well as other aspects of the destination that could be relevant in terms of brand identity and attractiveness. This research allows UNWTO and the destination to deﬁne the prototype.

Activities Lead by Workﬂow

1. Destination to draft a letter to UNWTO, formally requesting the development Destination Destination of a prototype. interest letter

2. Destination to send preliminary information about its respective goals Destination and desired positioning. Prototype Previous 3. Field work for destination UNWTO/ selection report SWOT analysis. External collaborator

4. Destination analysis and deﬁnition UNWTO/ of main strategic guidelines. External collaborator Experts 5. Approval of the prototype’s Main insight Destination ﬁeldwork central concept and approach.

Critical aspect and timing Delivery ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100.

Recommendations: – PR00: Letter of interest.

– Before sending the letter of interest, UNWTO suggests verifying – PR01: Information from destination (strategic plan, key the predisposition of the destination with local agents to ensure a tourism supply, etc.). positive perception of the project; – PR10: Destination analysis. – To identify a local representative to collaborate with UNWTO – PR99: Approval of central concept and approach. consultants in ﬁeld work; and

– Timing: 2 months max.

UNWTO • Tourism in Africa: A Tool for Development 47 84

Figure 4.3 UNWTO prototype: technical design

Goals

Identiﬁcation of main project agents among the UNWTO Afﬁliate Members, development of the initial governance model as well as the brand and corporate identity of the project.

Activities Lead by Workﬂow

1. Announcement and invitation to UNWTO Affiliate Members. Affiliate Members Governance model 2. Prototype presentation for members in UNWTO order to identify potential participants. Affiliate Members

3. One-on-one meetings with potential UNWTO/ project participants. External collaborator Afﬁliate Working 4. Development of an initial approach to UNWTO/ UNWTO Members + = Committee the brand and corporate identity. External collaborator participants

5. Initial guidelines for UNWTO/ the governance model. External collaborator

6. Appointment of a Working Committee Brand to develop the project (management UNWTO identity meetings, proposal and business plan).

Critical aspect and timing Delivery

Recommendations: – PRTD00: Announcement and invitation letter to Afﬁliate Members.

${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. – Suggestion of participants by the destination; – PRTD01: Prototype presentation for Afﬁliate Members. – UNWTO to consider working with an external brand expert and designer for the initial brand and corporate positioning; and – PRTD10: Deﬁnition of initial brand and corporate – Timing: 2 months. positioning of the prototype.

48 UNWTO • AM Regional Report: Volume Four 84

Figure 4.4 UNWTO prototype: business plan development

Goals

After the consensus phase, the destination and agents, under UNWTO leadership, will deﬁne all operative tools required for the implementation of the project during the development of the business plan.

Main activities Lead by Workﬂow

1. Creation of a Supervising Committee. UNWTO Governance 2. Project design. Work Committee

3. Economic viability plan. Work Committee

Finance KPIs 4. Communications and media plan. Work Committee Business plan

5. Governance model. Work Committee

6. Deﬁnition of KPIs and big data analysis Communication Project model (competitive intelligence/ Work Committee and media design technological surveillance).

Critical aspect and timing Delivery

– The Supervising Committee must approve each component – BUS00: Kick-off, nominations for Supervising Committee. of the business plan, requiring consensus by all members

${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. – BUS01: Planning for Phase 3. and destination; – BUS02: Touristic package design. – Timeliness of development will depend on the capacity for quick approval by the Supervising Committee; – BUS03: Economic project valuation.

– The ﬁrst task for the Supervising Committee will be to – BUS04: Communication and media plan. coordinate with the project leader; and – BUS05: Governance rules and model. – Timing: 3 to 6 months. – BUS06: Deﬁnition of KPIs.

– BUS09: Closing meeting.

UNWTO • Tourism in Africa: A Tool for Development 49 84

Figure 4.5 UNWTO prototype: going live

Goals

Implementation of the project following approval of the business plan: management team and participants will initiate the marketing and communications plan and R&D (competitive intelligence/technological surveillance). The project should be audited by an external company in order to ensure transparency.

Main activities Lead by Workﬂow

1. Ofﬁcial announcement of management Plenary team and executive committee. Executive Committee 2. Announcement of team members and Management team presentation to Executive Committee. Management 3. Launch of marketing and team Management team communication plan.

4. R&D (activate VT/IC unit according to UNE 166006 AENOR). Set-up of research Research and Management team Operations Marketing and innovation procedure for future innovation applications and by-product actions.

5. Follow-up analysis and measurement of Management team/ the goals based on agreed KPIs. Executive Committee Financial Measurement Improvement audit and analysis 6. Financial audit. External audit

Critical aspect and timing Delivery ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. – The Executive Committee should be appointed during – GOA00: Announcement of management team. a period of 3-4 years; – GOA01: Institutional and reputation management plan. – The management team should meet with – GOA02: Supervision of marketing and communication Executive Committee every month; and activities. – To maintain its reputation and transparency, the project myst be – GOA03: Delivery of process manual of the VT/ICs unit audited by an external company. AENOR standard UNE 166006.

– GOA04: External audit pitch.

50 UNWTO • AM Regional Report: Volume Four 84

Figure 4.6 UNWTO prototype: supervision and improvement

Goals

Implementation of methods of continuous improvement and assessment, lead by UNWTO and independent expert consultants, providing valuable support and an objective evaluation of the effectiveness of the methodology.

Main activities Lead by Workﬂow

1. Creation of a follow-up Committee. UNWTO Quality

2. Project audit. External audit ﬁrm Evaluate Inform

3. Periodic reporting. Project leader Operational efﬁciency

4. Risk and conﬂict management. Project leader Expertises Productivity

5. Continuous performance evaluation and Work Project Analyze certiﬁcation. leader

Critical aspect and timing Delivery

– Coordination activities and risk management tasks – SIP00: Follow-up rules and nominations. will be crucial during the very ﬁrst steps of the project, during the – SIP01: Periodic reporting. ﬁrst weeks of the “going live” phase;

– The external project support can be decreased during the ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. “going live” phase, and after the transition period the destination will assume all responsibilities and activities; and

– No speciﬁc timing.

UNWTO • Tourism in Africa: A Tool for Development 51 5. Best practices in 84 tourism product development and destination success in Africa

To highlight some of the best practices in tourism product the Report. For a quick reference, a summary of the cases, development in Africa, a series of case studies have by region, project name and category and the salient been selected and are now presented. These cases also features of tourism development are presented below. illustrate key points introduced and discussed throughout

Table 5.1 Summary of case studies

Country/ Project Case author/ Salient features of tourism development region name Project category

Kenya Campi ya Campi ya Kanzi – Promotion of transformative tourism; protect the Kanzi (Barbara Stoddard) environment and provide economic beneﬁts to the locals. Luxury ecolodge

Cape Tourism Cape Town Tourism – Increased mobility for visitors; Kirstenbosch National Town product Tourism product innovation Botanical Garden - the world’s ﬁrst botanical garden to innovation in preserve the country’s unique indigenous ﬂora. Cape Town

Kenya Kicheche Ecotourism Kenya (Andrew – Environmental protection, conservation of resources, Laikipia Camp Karanja and Milcah Shabanji) waste management, compliance to relevant legal Luxury tented camp requirements and sustainability in areas of operations.

${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. Morocco Importance International Higher Institute of – The human factor is the basis of the successes and of training Tourism of Tangier/Morocco failures of tourism development; and structures (Mimoun Hillali) – Training is essential to improve human potential, based Training on ﬁve axis: safety, hygiene, quality, hospitality and information.

Africa The IATA – Aviation’s role in Africa’s economic, social and cultural Yamoussoukro (Chris Goater) life; and Decision African Aviation – The Yamoussoukro Decision - Reports demonstrates the tremendous potential for African aviation if the shackles are taken off.

52 UNWTO • AM Regional Report: Volume Four 84

Table 5.1 Summary of case studies

Country/ Project Case author/ Salient features of tourism development region name Project category

Tanzania Isoitok Camp Isoitok Camp Manyara – Experience the Maasai culture to truly understand their Manyara (Chris Pilley) traditions that are part of daily living; and Eco friendly sustainable camp – Sustainable existence which beneﬁts all parties.

Africa Leveraging African Development Bank – The report, “Leveraging Africa’s Human Capacity for Africa’s Human Group; Africa House, Tourism Development”, emphasizes the crucial role Capacity New York University; tourism plays in Africa, as it harnesses the potential to for Tourism Africa Travel Association increase trade, create socio-cultural linkages, and spur Development Report economic and job opportunities.

South Kalahari Red Open Africa – Establishment of tourism routes that offer travelers Africa Dune Route (Claire Alison) authentic experiences while generating income and jobs Platform for economic for local people. The routes are used as platforms for development rural economic development while also developing small businesses in the process.

Kenya, Potential Russian International Academy – The tourism in national parks is excessively operated in Tanzania of Cultural for Tourism marketing of the East Africa countries, but at the same and Attractions (Bgatov Andrey and time historical and cultural objects of the countries of this Uganda Seselkin Aleksei) region are unfairly forgotten. Cultural tourism promotion ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100.

Africa Importance of Simply Experience Travel – With a sustainable approach to planning for tourism tourism SMEs (Thomas Armitt) development, initiatives that empower small businesses Tourism development strategy with knowledge and skills to match the tourist markets’ expectations and needs, and micro-credit loan schemes to help bring innovative and socially inclusive ideas to reality, SMEs in tourism could create the foundations for a sustainable tourism sector across the continent.

UNWTO • Tourism in Africa: A Tool for Development 53 Table 5.1 Summary of case studies

Country/ Project Case author/ Salient features of tourism development region name Project category

Kenya Mombasa The Travel Foundation – Programme for long term sustainability of tourism support Beach (Isabel Kearney); along the Kenyan coast through strengthening livelihoods Operators’ UNWTO for beach operators, improving their interaction with Livelihood (Marcel Leijzer) tourists, and minimising tourist hassle; and Project Sustainability of tourism support – 20 beach operators who participated in the project reported improvements in livelihood indicators. 84

Africa Sustainable The Sustainable Tourism – It is a network of sustainable tourism certification Tourism Certification Alliance Africa stakeholders in Africa aiming to enable an integrated Certification (The Alliance) approach to sustainable tourism certification throughout Alliance Africa Sustainable tourism certification the African continent; and – It aims to reduce poverty, improve livelihoods, and promote resource efficiency through sustainable tourism management practices.

Africa Transformative Transformative Tourism – Local community groups capitalizing on the luxury of Tourism (Sana Butler) tourism's full potential; Redirect tourism cash ﬂows – 8 out of the top 11 most expensive resorts in the world are in Sub-Saharan Africa but there are women and children living on less than USD 1.25 a day; and – Tourism’s cash ﬂow needs to be redirected away from large multinational corporations and mega businesses and to the local population.

Senegal Island of Gorée University of Bologna – Despite the development opportunity brought by tourism, (Elisa Magnani) Gorée’s territorial and social problems have worsened The cultural heritage of Gorée in the last decades - mainly as a consequence of bad as a tourist resource governance - while its local population has been unable to improve its living conditions through this activity; and – Gorée tourist development would beneﬁt greatly from a greater connection to the UNESCO Slave Route.

Tanzania Mnemba University of Johannesburg – Mnemba reefs are a significant contributor to Zanzibar’s Island Marine (C. Burgoyne); economy. The reefs are being damaged due to poor Conservation University of South Africa utilisation practices and governance has become a vital Area (MIMCA) (Prof. K. Mearns) topic of discussion. Despite this, governance has been Protect the marine resources difficult to implement due to stakeholder conflict over around Mnemba Island resources.

Africa Hospitality in W Hospitality Group – Africa needs more quality hotel rooms, and the chains Africa (Trevor J. Ward) bring their much-needed expertise to the continent, and Hotel chain development will create thousands of much-needed jobs. pipelines

Kenya Western Western Circuit Tourism – WCTA aims to create an enabling environment for tourism Circuit Tourism Association (Phelix Obuya) business growth in western Kenya through scenery, Association Inclusive proﬁtable tourism in institutional development and destination. (WCTA) Western Kenya ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100.

Zimbabwe Religious Ministry of Tourism and – Designation of religious sites as tourism attractions; Tourism Hospitality Industry of – Licensing accommodation units for religious tourists; and Zimbabwe (Runyowa Douglas) – Supporting religious conventions. Government policy interventions to shore up religious tourism

Angola Training IPDT – Institute for Tourism – Development/training of human capital with the Programme Planning and Development implementation of the Tourism Executive Master (TEM), a (Jorge Costa) tailor made master programme for Angolan senior public Tourism executive master Angola managers and ofﬁcials.

54 UNWTO • AM Regional Report: Volume Four 84 ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100.

UNWTO • Tourism in Africa: A Tool for Development 55 84

Pashiyet Chyulu. © Campi ya Kanzi.

Case study Kenya: Campi ya Kanzi, an award-winning luxury ecolodge in southern Kenya, has promoted transformative tourism for Transformative tourism for nineteen years and has changed many lives in the process. our sustainable future Campi ya Kanzi strives to protect the environment and to provide economic beneﬁts to the local Maasai people while also providing unforgettable, enriching experiences for guests. The wilderness, wildlife, Maasai, and visitors all beneﬁt from the mission of the camp.

Campi ya Kanzi – meaning “Camp of the Hidden Treasure” in Swahili – derives its name from the treasure it protects: the precious, pristine wilderness of Kuku Group Ranch. Kuku is a private Maasai reserve located at the foot of the Chyulu Hills between the Tsavo West, Amboseli, and Chyulu Hills National Parks. This land provides crucial corridors for wildlife and protects the water source for Mzima Springs, which feeds the city of Mombasa. Campi ya Kanzi is devoted to preserving this land and works closely with its co-founded non-proﬁt, the Maasai Wilderness Conservation Trust, to ensure a sustainable future. Our guests are eager to give back and to help us accomplish this goal. ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100.

Campi ya Kanzi is a proponent of Payment for Ecosystem Services (PES), which are integral to our conservation efforts. We currently support three PES programmes in different stages of development. First, Campi ya Kanzi charges a conservation fee of USD 100 per guest per night to fund MWCT programmes like Wildlife Pays, a compensation programme that reimburses herders for livestock lost to

Source: Campi ya Kanzi (Barbara Stoddard). predation. Our guests are thoroughly informed about the

56 UNWTO • AM Regional Report: Volume Four 84

use of these funds and actively contribute to conservation women’s groups. Our generous guests extend our impact by visiting our camp. Second, we are supporting MWCT by donating scholarships, school supplies, and medical and other conservation organizations in the development equipment for MWCT’s education and health programmes. of a REDD+ carbon project that will sell carbon credits to ensure the preservation of forests and grasslands in the Campi ya Kanzi’s influence reaches beyond the local Chyulu Hills. Third, we are hoping to work with MWCT and community by touching the lives of guests who visit from the Kenyan government to levy a tax on water sourced all over the world. Our guests leave with a heightened from the Chyulu Hills, which will further fund the protection environmental consciousness and appreciation for of this crucial ecosystem. nature. They also gain knowledge about the Maasai and admiration for their culture. Many make marafiki, or As an environmentally conscious safari destination, Campi friends, among our Maasai staff and keep in touch after ya Kanzi works hard to minimize its carbon footprint and to they depart. Some even begin fundraising and education encourage eco-friendly practices among guests. In fact, campaigns to support our conservation and community Campi ya Kanzi serves as a leader of sustainable tourism development efforts. with a Gold Eco-Rating, Global Ecosphere Retreat® certification, and numerous awards. The camp derives all Tourism truly has the power to transform, and Campi electricity and heat from solar panels, crops all water from ya Kanzi has set out to prove that. We aim to transform the rains, and does all cooking on eco-friendly, charcoal- both the environmental and economic landscapes on burning stoves. We educate our guests about our Kuku Group Ranch, while also providing our guests with sustainable practices and encourage them to conserve fulfilling, life-changing experiences. We have effected great resources, not only at camp but after their return home. transformation on Kuku Group Ranch over the last nineteen years and look forward to continuous improvement in the ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. In addition to protecting wilderness and wildlife, Campi decades ahead. ya Kanzi also supports the local Maasai community. The members of Kuku Group Ranch own the camp, are involved in every level of its management, and benefit greatly from its presence. The camp employs seventy-six Kenyans – mostly Maasai – who receive valuable vocational training as well as income to support their families. The camp also promotes women’s empowerment and small business development by purchasing beaded jewelry from local

UNWTO • Tourism in Africa: A Tool for Development 57 84

Case study Cape Town: Innovation in tourism product development in Cape Town is driven by market trends, industry competitiveness Tourism product innovation and a deep-seated commitment to responsible tourism practices and greening existing infrastructure, amenities in Cape Town and attractions. Public sector development is guided by a Tourism Development and Spatial Investment Framework, identifying key staging posts for tourism, access points and development areas.

One of the case studies featured – Africa’s ﬁrst mobile Visitor Information vehicles – was born of changing consumer behavior while the Kirstenbosch Tree Canopy Walkway was initiated as a legacy project, serving as an excellent example of responsible design.

Increased mobility

Cape Town Tourism’s new mobile Visitor Information Centre was launched on Friday, 2 May 2014 at the opening of WTM (World Travel Market) Africa – a signiﬁcant synergy as both the vehicle and the trade event were ﬁrsts for the ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. African continent.

The mobile Visitor Information Centre was established in response to a rising trend of visitors using mobile and AFFILIATE MEMBER online portals to access information about Cape Town. The “Thando” ﬂeet – “Thando” means love in Xhosa, one of the eleven ofﬁcial languages of South Africa – gave the organization the opportunity to meet travelers and local Source: Cape Town Tourism and South African National Biodiversity Institute. citizens where they are.

58 UNWTO • AM Regional Report: Volume Four The mobile Visitor Information vehicles are manned by The idea of a Tree Canopy Walkway in the Kirstenbosch passionate Cape Town Tourism team members to position Arboretum originated about 6 or 7 years ago as a concept an information service in high trafﬁc areas in line with events to attract visitors to a part of the garden which very few and seasonal hot spots. The original and largest Thando people knew about or visited. In 2013 when the garden has a built-in ofﬁce to assist visitors in making bookings celebrated its Centenary the concept of a Tree Canopy for their stay or buying tickets for events and shows. An Walkway became an obvious choice as a legacy project. attractive relaxation area, featuring locally designed chairs and tables, offers free Wi-Fi to visitors. Designing a structure that would blend into the forest in an unobtrusive manner and be virtually invisible from most

84 The choice of vehicle was deliberate as its Blue Efﬁciency parts of the garden was critical. The design is based on package optimizes fuel consumption and reduced the inverted skeleton of a snake, winding its way through emissions, whilst boasting eco gear manual transmission the tree canopy and as a result it became affectionately and a diesel ﬁlter. The entire operations element of the unit known as the “Boomslang” (tree snake). It was opened to is solar powered, emphasizing once again the importance the public in May 2014 and the Walkway very quickly went of responsible tourism development. “viral” on social media.

Five more Thando siblings joined the family in December The success of the design’s aesthetic and artistic value 2014; a smaller panel van with similar features to the has led to the structure being featured in numerous original, two battery-operated bicycles and two scooters international and local architectural magazines and it has with free Wi-Fi. been recognised as the “Most Beautiful Object in South Africa” (MBOISA) for 2015. The Thando team has reported more than 7,800 interactions with visitors between the launch and February Kirstenbosch was soon swamped by visitors all desperately 2015. This figure represents 22% of overall visitor looking for the “Boomslang”. By the end of the 2014 interactions in the Cape Town Tourism network. This calendar year attendance had increased by 27.5% on the network includes six bricks and mortar Visitor Information previous year with attendance exceeding 1,000,000 for Centers located in tourism nodes like the City Centre, the first time in the Garden’s 101 year history. at Cape Town International Airport and in development districts like Langa in the Cape Flats, aimed at driving Income from gate takings has increased by 48% from cultural and heritage tourism. 16.9 million South African rand in 2013 to 25 million South African rand in 2014. The increased gate income has meant the capital cost of construction of 5 million South Kirstenbosch tree canopy walkway African rand has been recovered in just eight months since the Walkway was opened. Kirstenbosch National Botanical Garden was the world’s first botanical garden established to preserve a country’s unique indigenous flora and is world renowned for its botanical achievements. Established in 1913 and home to about 7,000 species, it represents the Cape Floral Kingdom, the smallest of the six floral kingdoms of the “Sustainability and tourism are not a zero world. Its home to a conservatory, a section planted with sum game… Kirstenbosch is an example of indigenous medicinal plants, a cycad amphitheater in excellence of how tourism and biodiversity can the heart of the garden and the Gondwanaland Garden, build a beneficial partnership and contribute to featuring plant fossils that are 240 million years old. a more sustainable economic model”. ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100.

Kirstenbosch is South Africa’s ﬂagship botanical garden, Taleb Rifai, also offering visitors restaurants, art and photographic Secretary-General, exhibitions and local favourites, the Summer Sunset World Tourism Organization (UNWTO) Music Concerts and Christmas Markets. Highly rated for universal accessibility, the garden is easy to navigate by wheelchair users and the Braille Trail and Fragrance Garden were speciﬁcally designed for visually impaired visitors.

UNWTO • Tourism in Africa: A Tool for Development 59 84

Case study Kenya: Sound waste management and optimization of resource recovery require concerted effort from the management, Solid waste management and reliable data on solid waste generation and composition. An increasing number of tourism facilities in at Kicheche Laikipia Camp Kenya are appreciating the need to put up conservation measures or lose out on the resources they rely on due to activities that destroy the environment. Knowledge about solid waste sources and types as well as information on its composition and rates of production and disposal is essential for the design and operational aspects of any tourism facility (Shamshiry, 2011). The application of responsible tourism to protect natural wildlife habitats, innovation in resources conservation and support to community wellbeing has managed to put Kicheche Laikipia Camp on the map as one of the best tourism facilities in Kenya.

Kicheche Laikipia is a small luxurious tented camp situated in the Ol Pejeta Conservancy in Laikipia County, approximately 240 km from Nairobi City. The luxurious camp has been commended greatly due to their waste recycling and reducing techniques. Most significant, ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. Kicheche Laikipia Camp has been awarded Gold level Eco-rating Certification by Ecotourism Kenya for their outstanding and replicable best practices. The camp is guided by its corporate environmental policy which puts emphases on environmental protection, conservation of resources, waste management, compliance to relevant legal requirements and sustainability in areas of Source: Ecotourism Kenya (Andrew Karanja and Milcah Shabanji). operations. The policy is implemented through a well- More information: Melanie Woods ([email protected]) or website on www.kicheche.com. defined Environmental Management System (EMS) with

60 UNWTO • AM Regional Report: Volume Four clear management plans in water, energy, and solid waste used as compost not all of it is put to this use, Kicheche management. has devised a way of making their own marmalade from lemon skins and honey. Cabbage, potato and carrot Through the three – 3R’s initiative: reduce, reuse, peels, spinach and kale sticks are used to make salads and recycle; Kicheche has made signiﬁcant reduction and snacks further reducing the amount of organic waste on organic, plastic, glass and metallic waste. Waste generated to a negligible portion. management begins at source with adequate and clearly labelled bins placed strategically within the premises. Metallic waste tins are re-used to store honey (picture 1) Constant staff sensitization and guest brieﬁng is also which is harvested from the facility beehive project. Other

84 emphasized. An inventory on the camps waste production tins are modiﬁed for use as candle holders (picture 2). is kept and regularly updated for monitoring purposes. Through innovation by a staff member with special skills in cutting and remodeling glasses, the wine-glass- Waste management at the facility, has been achieved bottles are redesigned into ﬂower vases or expertly cut through impressive and innovative initiatives. For instance, into glasses for water drinking (picture 3). Some of the organic waste is composted in a properly sealed and wine-glass-bottles are also decorated using beads lockable pit to make manure. Great pride is taken (picture 4) purchased from the local community. The into providing the guests with fresh organically grown decorated bottles are later used to serve water in the guest vegetables from the manure. While organic waste is tents. Waste glass tins are re-used to put marmalade.

Picture 1: Tins re-used to store honey. © Ecotourism Kenya. Picture 2: Metallic tins re-used to make candle holders. © Ecotourism Kenya. ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100.

Picture 3: Glasses for water drinking. © Ecotourism Kenya. Picture 4: Decorated wine-glass-bottles. © Ecotourism Kenya.

UNWTO • Tourism in Africa: A Tool for Development 61 These innovations have assisted to reduce the general battery waste. The excess plastic, glass, metallic and plastic and glass waste production for the camp. electronic waste is sold to licensed recycling firms through Kicheche central purchasing office in Nairobi or disposed Waste tetra-packs are reused for planting indigenous tree through recycling companies in Nanyuki town. seedlings and later transplanted within the camp premises or donated to the local community. Used tires from the Every business no matter how green, has an impact on safari vehicles are filled with soil and used for growing the environment in which it operates. It is therefore the spices and herbs. responsibility of all tourism facilities to ensure that these impacts are reduced to a minimum to enhance responsible

84 In an aim to reduce plastic waste production, water is tourism. bought in 18 liter dispensers and served in 10 liter vessels at the guest tents (picture 7), which reduce on the need to use bottled water. Emphasis is also put on the use of solar rechargeable ﬂashlights (picture 8) to reduce on cell

Picture 5: Glass tins used to store marmalade. Picture 6: Old tires used to grow herbs. © Ecotourism Kenya. © Ecotourism Kenya. ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100.

Picture 8: Solar rechargeable ﬂashlights. © Ecotourism Kenya.

Picture 7: Water vessels at guest tents. © Ecotourism Kenya.

62 UNWTO • AM Regional Report: Volume Four 84

Case study Morocco: Preamble

The untapped tourism potential This reﬂection deals with the sustainable development of tourism and its obvious impact on performance. It reminds in Africa the professionals about the beneﬁts of the revival of periodic tourist achievements of the past and the project developers (local authorities, public organizations, corporations and private actors) the need to ensure the development of new products. The use of small and medium-sized enterprises (SMEs), or even very small family/associative businesses, in the context of tourism niches, offers real opportunities to capital owners. The creation of companies generating revenue and jobs on a large scale depends on the ability of professionals, developers and investors to combine improvement, innovation and exploration.

Context of the African tourism

Paleoanthropologists locate the origin of the humanity in Africa1. Besides, experts and specialists of tourism attribute to the continent exceptional potentials2 (biodi- ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. versity, ethnic and cultural diversity). However, this cradle of natural and cultural heritage struggles to cross the AFFILIATE MEMBER cape of the 60 million arrivals and that of USD 40 billion in revenue3. Given these results and the African potential, tourism problem in Africa is apparently human (politics, governance, planning, etc.).

Source: International Higher Institute of Tourism of Tangier/Morocco (Mimoun Hillali).

UNWTO • Tourism in Africa: A Tool for Development 63 Accordingly, it would be prudent to be careful not to open the improvements of the existing, without neglecting the other sites without seriously ensuring their feasibility tourism development potential of the untapped potential. and reliability; that is to say, integrating them into the As a last resort, it would be wise, at the present time, to environment in the broad sense of the term. Otherwise, distinguish the possible desirable or the necessary in light the risk will be double: competing with the existing (already of the strengths and weaknesses of each country. suffering) and jeopardizing new projects or products. It’s no longer a secret: African geopolitical situation is difficult and does not favor the development of tourism The human potential first (conflicts, instability, Epidemics, etc.). Paradoxically, Africa

84 has demonstrated, in recent years, resilience at all levels, Why concentrate efforts in to improve the existing? The despite the crisis of 2008, the Arab spring and violence in answer is to help institutions and tourist activities in need. the Sahel. This ‘existing’, which provides income and employment (direct and indirect) to millions of Africans is currently Tourism, a very sensitive sector, needs policies that under-exploited. Let us imagine when Africa succeeds in combine governance, innovation, promotion and respect taking off socio-economically. It will be the (tourist) rush to for the environment. These requirements are unavoidable the continent. This will be the right time for exploration and and are part of the recommended precautions. It is obvious development of the untapped potential: niche tourism, that socio-political instability negatively affects the factors theme tourism, domestic tourism, etc. As for classic that control the motivations of tourists (issuing countries) in tourism, it will be promoted properly by domestic investors the choice of destinations (station, country, and continent). who have acquired a good knowledge of the local product Gone are the days where the amenities and tourist facilities and a great experience in the field of tourism. And they were sufficient to attract customers (1960s). That is why, will be supported (partnership) or competed (liberalism) by experts, researchers and stakeholders in tourism would international developers, owners of expertise and capitals. benefit to harmonize their methods and to properly target The role of States will be limited to guidance, facilitation the priorities and goals. What amounts to the prioritization and regulation once stability is ensured and prosperity of actions taking into account the socio-political context, is renewed. That means that we must never neglect any the nature of the referred potential and tourism initiatives opportunity for development or possibility to even create to commit. In other words, the emphasis should be, first, new wealth.

Table 5.2 Some examples of niche tourism

Health tourism 1. Thermalism and spa 3. Medical tourism 2. Cure of sand 4. Climatism, etc.

Tourism and water sports 5. Surf, windsurf, kitesurf, sailing 7. Submarine diving, etc. 6. Kayaking, canoeing, rowing

Tourism and aeronautical 8. Skydiving 10. Hang gliding sports 9. Paragliding 11. Gliding, ultralight aviation

Nature and discovery tourism 12. Speleology 15. Mountain bike

${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. 13. Parks 16. Camel trips and discovery of the desert 14. Lakes, dams and rivers

Sports and recreation tourism 17. Climbing, hiking 19. Sport ﬁshing 18. Equestrian sports

Memory and worship tourism 20. Visits to holy places, visits of mausoleums, religious pilgrimage, religious festivals, tourism of memory or roots, etc.

Source: Ministry of Tourism of Morocco (2005).

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We often hear by tourism potential the whole of the natural Our study demonstrates the importance of planning, and cultural heritage resources. But we must not forget preservation and management of the tourism sector. And that the human factor is the basis of the successes and to control well these processes, it is necessary to have failures of tourism development in many countries of the long-term quality training structures. And for the medium world. Because of the lack of human resources in Africa, term, targeted ongoing trainings (or upgrades) of actors the management of large hotels and the feasibility studies, and executives working in the tourism sector are highly certification and audit are often entrusted to international desirable. To avoid scattering, these trainings will focus expertise, in association with national or local institutions. initially on five axes: safety, hygiene, quality, hospitality and It is a good thing. But it is desirable to incorporate a information4. It must be said that tourists, regardless of their little more African men and women in this process of mode of travel, still have the merit to opt for Africa. The least cooperation to improve local skills and expertise. is to meet their basic needs because the African journey is not done on a whim. Proposals and ideas contained in this text are in the medium term in anticipation of the exit of the crisis (or crises). And when Africa awakes, the world of tourism will flourish. ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100.

1. Yves Coppens : Pré-Textes : L’homme préhistorique en morceaux. Éditions Odile Jacob, Paris (2011), p. 187. 2. Groupe de la Banque africaine du développement : Le tourisme en Afrique, une mine d’or inexploitée. See: www.afdb.org/fr/news-and-events/article/tourism-in-africa-is-an-untapped-goldmine-12796/. 3. According to the World Tourism Organization: Africa realized 55.8 arrivals and USD 34.2 billion in 2013. Source: Faits saillants du tourisme, Madrid, édition 2014, p. 4. 4. International Higher Institute of Tourism of Tangier/Morocco can contribute to the training of trainers in these areas in collaboration with the World Tourism Organization (formations from one week to one month) and roving seminars.

UNWTO • Tourism in Africa: A Tool for Development 65 84

Case study Africa: Aviation plays a vital role in Africa’s economic, social and cultural life. Given the significant distances and challenging terrain across African aviation set the continent, aviation is often the best, and sometimes the only, option for efficiently connecting this huge market. Tourism for lift-off thrives on connectivity, and aviation-supported tourism creates significant economic benefits for Africa – some 5.8 million jobs, and USD 46 billion in GDP. So it is in the interests of African nations to support a strong aviation sector.

The African Union has a stated mission to pursue an integrated, prosperous and peaceful Africa, and aviation is helping deliver that vision. Air transport carries around 70 million passengers into, within and out of Africa annually, facilitating tourism, trade (imports and exports), aid and connecting far-ﬂung communities. And yet, aviation is not an unbridled success story in Africa. The proﬁtability of African airlines is weak, and intra-African connectivity lags behind the growth in connections from Africa to the rest of the world. Safety is still a concern: although Africa has closed the gap, and the best African airlines are as safe as any in the world, the all-accident rate is still higher than the global average. Nevertheless, if these challenges can be overcome, aviation’s greatest potential market is Africa.

IATA’s 20-year forecast for air passenger growth estimates that between now and 2034, passenger numbers will grow at 4.7% a year from, to and within Africa. Only the Middle East and Asia will be growing faster (at 4.9%) and eight of the ten fastest-growing nations over this period will be in Africa. Those eight are the Central ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. African Republic (9.0%), Madagascar (8.0%), Tanzania (7.7%), Burundi (7.4%), Ethiopia (7.2%), Rwanda (7.0%), Zambia (6.8%) and Botswana (6.7%). By 2034 there will be an extra 177 million AFFILIATE MEMBER passengers ﬂying in Africa.

What are the reasons behind this predicted passenger surge? And what conclusions should policy-makers draw? There are three drivers behind the growth in passenger numbers: living standards,

Source: IATA (Chris Goater). population and demographics, and price and connectivity. Rising

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living standards is very important as research shows that within Africa. The implementation of this visionary countries on a growth curve up to around USD 20,000 agreement, however, has been slow, and the benefits have per capita see correspondingly faster increases in the not been realized. number of flights taken per person per year. With African GDP expanding more than 6% and income per person up To quantify the missed opportunities, IATA commissioned 30% over the last decade, this is a strong factor behind the independent economic consultancy InterVISTAS to the projected growth in African air travelers. 15 of the 19 research the benefits that would accrue if 12 African nations countries expected to move from low-income to middle- were to implement the Yamoussoukro Decision. The income nations in the next 20 years are African, which is 12 nations in the Report are: Algeria, Angola, Egypt, significant because people in middle income countries, on Ethiopia, Ghana, Kenya, Namibia, Nigeria, Senegal, South average, fly seven times more often than people in low- Africa, Tunisia and Uganda. The Report demonstrates income countries. beyond doubt the tremendous potential for African aviation if the shackles are taken off. The additional Population and demographics is another big plus for services generated by liberalization between just these 12 Africa. The continent has a rapidly expanding, young key markets will provide an extra 155,000 jobs and USD population of over 1 billion. All of the top 20-ranked 1.3 billion in annual GDP. A potential 5 million passengers counties by projected population increase in percentage a year are being denied the chance to travel between terms between 2014 and 2034 are African. Altogether, these nations because of unnecessary restrictions Africa is expected to account for over 40% of global on establishing air routes. That’s five million missed population growth (some 650 million people) over the next opportunities to generate new business, create cultural 20 years. links, open trade routes or expand educational and social opportunities. The final element behind passenger growth is price and connectivity. Here, Africa does not score so highly. Of course, jobs and economic development are just the The cost of jet fuel, for example, is higher in Africa than tip of the iceberg when it comes to assessing the benefits elsewhere. Taxes and infrastructure costs can be high. of aviation connectivity: the impact of greater social, Perhaps most importantly, intra-African market access is technological and cultural exchange is unquantifiable. So ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. very restricted. it is significant that the African Union has set goals for reaching the global safety average by the end of this year, Over recent decades the understanding of the damaging and implementing Yamoussoukro by 2017. It means both effect of the lack of connectivity has been increasingly airlines and governments are united in driving forward understood by African governments. Moves to liberalize crucial improvements for air connectivity. I am an optimist the skies began with the Yamoussoukro Declaration in for African air transport – if governments act on their 1988, and in 1999 the Yamoussoukro Decision committed commitments, then Africa will be set for lift-off. 44 signatory countries to deregulating air services and to opening regional air markets to transnational competition

UNWTO • Tourism in Africa: A Tool for Development 67 84

Case study Tanzania: Nobody, including ourselves, could have ever imagined that what started out as just a few people in the Maasai lands of Eco friendly Esilalei could have ever transformed into such a harmonious permanent tented camp which so many families and individuals sustainable camp return to.

We have always been very conscious about the way we run our business at Isoitok Camp and have gone out of our way to make accommodation that is sustainable and responsible that simply blends in with its natural surroundings to further enhance and capture the real bush feeling and the true lifestyle of the Maasai of Esilalei. There are approximately 2,500 Maasai living in the Esilalei area which is 13 km from Lake Manyara National Park and “The Great Rift Valley”. For the international traveler they are spoilt for choice as to why they should consider a night or two at Isoitok Camp Manyara – whether it be to experience and dive a little deeper into Maasai culture to truly understand their traditions that are part of daily living, or to simply stare in wander at the vistas that fall away from the camp, a haven for birdlife and a “safe place” for families with young children to really experience the African bush before heading off into the National Parks. ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100.

Whatever the reasons our story would appear to be a successful one as all who have visited or stayed are left with a truly lasting experience and a deeper understanding as to how a responsible approach in tourism reaches so far and wide and takes very little effort to implement and carry out.

Source: Isoitok Camp Manyara.

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Isoitok Camp Manyara was created and selected “Green Team” employees at Isoitok we continue designed with the idea to allow foreign travelers to address key focus areas that through the camps growth to experience the true life and daily existence of will be tackled over a given time. The key areas and goals the Maasai whilst taking in jaw dropping views in part will be closely connected with our ongoing projects across “The Great Rift Valley” to Lake Manyara and support to our Maasai neighbors. National Park. Furthering UNWTO’s ideals of sustainable and The experience of staying at Isoitok Camp is an education ethical tourism has given the Isoitok team a both in cultural tourism and how to run a business using deep sense of pride and refueled energies to the environment we have around us. The traveler gets to push forward with a truly sustainable existence understand how our Maasai neighbors generally live and which benefits all parties and further ensure the what they must endure over the changing seasons. The projects we continue to inject into the community initiative does not end there as once again the traveler sees receive the financial support and energy required first hand and is educated through familiarization briefings to do so. as to what is meant by an “eco” friendly “sustainable” camp. We often have guests requesting to be shown around, especially those who have implemented solar, grey water and rain harvesting in their own homes.

Our responsibility in tourism is to aid, educate and give back wherever possible to the Esilaleeii Maasai community at large. Our relationship with the Maasai has stood the ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. test of time and the key to Isoitok Camps harmonious existence is how we treat and have worked alongside our Maasai neighbors delivering more than just words but fulﬁlling and reaching the goals that together we have set out to do. There will always be other hurdles/goals to work towards a re-access as data is collected, reviewed and improved. This process is a positive step and under © Isoitok Camp Manyara – Maasai Introduction. supervision and in-house training to all staff members and

UNWTO • Tourism in Africa: A Tool for Development 69 84

Case study Africa: The 2nd edition of the Africa Tourism Monitor Report, a joint publication of the African Development Bank Group, The Africa tourism the Africa Travel Association (ATA) and New York University Africa House was ofﬁcially launched at the opening of monitor report 2014 the Africa Travel Association (ATA) 39th Annual World Congress in Kampala, Uganda on 14 November 2014. The theme of the report, “Leveraging Africa’s Human Capacity for Tourism Development”, emphasizes the crucial role tourism plays in Africa, as it harnesses the potential to increase trade, create socio-cultural linkages, and spur economic and job opportunities.

The report covers several timely topics like construction of infrastructure for tourism development; regional cooperation; training and capacity building; citizen diplomacy; cultural heritage; tourism product development; hotel chain development pipelines; connecting the continent via air access; inclusive growth and sustainable tourism strategies; and engaging rural communities.

Tourism, as one of the fastest-growing and most dynamic sectors, has tremendous potential to boost inclusive ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. economic growth across the continent and reduce poverty. The World Tourism Organization (UNWTO) projects Africa’s international tourist arrivals will rise to 134 million in 2030 – that is an increase of 106% from the 2013 level of 65 million arrivals. One reason for this rise is an inﬂux of new visitors from emerging economies in Asia, Central and Eastern Europe, all seeking to experience the cultural heritage, extraordinary wildlife, and dramatic landscapes Source: African Development Bank Group; Africa House, New York University; Africa Travel Association. unique to our beautiful region.

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Progress is still needed to promote greater regional cultural exchange and heritage tours, diverse culinary integration in terms of lifting travel and visa restrictions. experiences, unparalleled safari and wildlife opportunities, At least two-thirds of African countries demand visas first-class beaches and a wealth of investment from Africans traveling outside their native land. Greater opportunities. cooperation is needed between governments to facilitate the trans-border movement of persons within Africa. Given a conducive enabling environment, tourism can Several regional economic communities have made some serve as a prime catalyst to spur inclusive, green and headway in this area. ECOWAS, for example, is developing sustainable growth across the continent. The steady a common migration policy, while the recently launched influx of new international travelers from Eastern and single visa scheme between Kenya, Rwanda, and Uganda Central Europe, South America and Asia – as well as the is a welcome move in the right direction. traditional heartlands of the United States of America and Europe – attests to Africa’s enduring appeal as an exciting Peace and security breakdowns also threaten tourist destination, which needs to be harnessed for the socioeconomic progress and hard-won gains from socioeconomic advancement of all its people in the long the past. A strong commitment from Africa and the term. international community is required to help address these crises. While risks remain heightened in some regions, a number of conflicts on the continent have been heading towards resolution. Today, most of Africa is at peace and moving toward democracy. In 2014, 15,600 million Africans, including many first-time voters, will go to the polls to elect their leaders. ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100.

The recent Ebola epidemic in West Africa has drawn into sharp focus critical national and regional infrastructural challenges in the health and transportation sector, as well as a profound shortage of resources, both ﬁnancial and human, to tackle the disease. Despite these challenges there is express need for global solidarity with the people of the continent. Africa is one of the most dynamic The full report can be downloaded at: destination for travelers seeking adventure, exceptional www.afdb.org/en/knowledge/publications/africa-tourism-monitor/.

UNWTO • Tourism in Africa: A Tool for Development 71 84

Case study Africa: Open Africa is a social enterprise that works with small businesses in rural areas to establish tourism routes that offer Enterprise development travelers authentic experiences while generating income and jobs for local people. The routes are used as platforms for rural programme economic development while also developing small businesses in the process.

A route consists of all tourism related products and services in a geographic area that is deﬁned by local stakeholders and is open to any tourism business or product that buys into the values of the route. On request from a particular community, Open Africa will facilitate a process where the local stakeholders make all decisions, including the boundaries, of the route, who participates and how the route is eventually managed. All of this is captured in a route constitution that is adopted by all members.

Open Africa helps to establish and mentor local associations to manage the routes and builds their management capacity through a tailor made programme. This enables the route management to implement local tourism development projects through a funding mechanism known as a Challenge Fund. Routes can apply to the Open Africa Challenge Fund for projects ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. that beneﬁt local communities, improve local attractions, or help the association with its own ﬁnancial sustainability.

This programme was recently implemented along Open Africa’s Kalahari Red Dune Route in South Africa’s Northern Cape Province. The Kalahari Red Dune Route collectively markets and promotes the area to provide direct beneﬁts to 27 participating enterprises that includes entrepreneurs from both local Mier and Source: Open Africa (Claire Alison). Khomani San communities.

72 UNWTO • AM Regional Report: Volume Four The founding members of the route recognized the involving them in the decision making process and also contribution of local communities and the important role empowers them to run and manage their own enterprises. their culture plays in attracting visitors. For this reason, both established and emerging entrepreneurs were involved There is a certain level of skills and capacity required within from the outset. The communities benefit directly through the community to drive such initiatives and Open Africa income derived from tourism products and services that plays a key role in building capacity at a local level. A route are offered to visitors and increased jobs in the area. Open management programme has been specifically designed Africa helps with market access through a travel portal for this purpose and gives routes access to an online toolkit (www.openafrica.org) and other marketing initiatives. with specific resources to help manage routes effectively.

84 Routes are also supported through a local coordinator The Kgalagadi Transfrontier Park is one of southern that provides mentorship throughout the process. Open Africa’s most well-known attractions and plays a key role Africa also offers a business development and mentorship in attracting visitors to the area and along the Kalahari Red programme for emerging entrepreneurs that covers the Dune Route. The route wanted to leverage the attraction fundamentals of managing a tourism business and gives of the park and channel visitors to some of the small the entrepreneurs access to an experienced mentor in enterprises surrounding it. their area.

This resulted in the development of five tour itineraries, One of the enterprises along the route is Boesmansrus each exploring a different area of the Kalahari’s natural Grass Huts. Run by Barbara Raats, a member of the beauty and unique culture and hospitality. The itineraries local Khomani San community, Boesmansrus offers take travelers on 4 or 5-day trips through the route and accommodation for up to eight people in traditional grass include many of the emerging entrepreneurs on the route. structures. In June 2014, Barbara welcomed her first The route manages the booking of these tours and retains clients and has over the course of 2014 received basic a small commission. The revenue generated through this computer literacy training and business management will be used to drive future marketing and development training through Open Africa. She was assigned a local efforts on the route. The partnership with Open Africa mentor who has played a key role in realizing her dreams. allows them to market the experiences online. She now employs four people and her inclusion in the tour itineraries will give her businesses an additional boost. Cultural tourism is a key attraction in Africa, but it is important to ensure that communities are not misrepresented or This innovative approach to product development is exploited in the process. The collaborative approach only possible as a result of the established network and taken by Open Africa involves local communities from the some fundamental shared values such as inclusivity and outset and they co-create the products while ensuring collaboration. In this way, the value of local community that the benefits go straight back into their communities. assets is unlocked to benefit local entrepreneurs while The bottom-up approach prevents exploitation by directly driving local economic development. ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100.

UNWTO • Tourism in Africa: A Tool for Development 73 84

Case study Kenya, Tanzania East Africa is very interesting and in due time will become one of the most promising tourism regions in Africa. and Uganda: Among the factors favoring development of tourism in this region of Africa we can note a certain proximity of the Potential of cultural attractions territory to Europe and Asia, steady and rather comfortable climatic conditions, existence of ﬁne beaches in many as Counterbalance and/or coastal areas, and also the exotic nature. Geographical enrichment of the excessively parameters of the territory were the basis for methodology of a choice of objectives of our research, such as, ﬁrst of promoted safari programmes all: interposition of the countries on the relation to each other, to the Kilimanjaro area and the Great African rift.

It should be noted that the tourism in national parks is excessively marketed in East African countries, but at the same time historical and cultural attractions of the region are unfairly forgotten, although many of them are listed as world heritage sites and are under the protection of UNESCO. ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100.

AFFILIATE MEMBER

Source: Russian International Academy for Tourism (Bgatov Andrey and Seselkin Aleksei)

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Kenya Uganda

In Kenya, traces of early culture of the Middle Ages Cultural objects of Uganda aren’t less interesting and remain: remains of ring stone fencings, funeral pyramids, attractive to tourists. Among them: the spiritual center of irrigation canals; objects of culture of city-states of the the people of Bogande having for them huge sacred value; coast – Jesus’s fort (nowadays the museum) in Mombasa, the Kasubi Tombs included in the UNESCO World cultural a column Vasco da Gama in Malindi, etc. These objects of heritage list with a tomb of Muzibu-Azaala-Mpanga dated to interest, and also the city of Lamu can be recommended the XIII centiry; Royal Palace of Ssekabak. Here the unique for inclusion in new tourist routes together with the visit of opportunity to admire really outstanding architecture national park of Tsavo. reﬂecting centuries-old technical achievements and cultural traditions of local tribes is presented. Some more surprising objects of Uganda – the city of Kabale, national park of “Bvindi”, the reserve “Mgakhinga Gorilla”. ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100.

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Tanzania The touristic offer is fairly diversified relative to the historical periods of their development. The territory of Tanzania offers tourists many historical and cultural sites of ancient tribes. The small caves of the The immense historical and cultural heritage of the East Tanzanian province of Kondoa in dense thickets of the Africa countries is still underestimated in the “shadow” bush store the rock paintings which are of historical and of safari programmes and other “adventure” routes. art value and were included in 2006 in the UNESCO World However the time for diversification of tourism products heritage list. and rebranding of tourist programmes in this most interesting tourist region has come. It is necessary to Objects of interest to tourists on the island of Zanzibar move the emphasis from safaris to the great cultural and include: incomparable architectural appearance of the historical offer available in East Africa. The theory of a Stone city, in which more than fifty mosques, two Catholic combination of an attractive currency exchange, level of temples, more than ten churches and six Hindu temples, service and safety with large-scale development of tourist and also a large number of beautiful buildings from a coral infrastructure has to become the most important aspect stone; Arab fort; National museum; Palace museum; the of a new brand of East African countries. This question oldest mosque of Malindi; Persian baths of Hamamni; is under a constant control of the governments of Kenya, Natural History Museum; the house where Freddie Tanzania and Uganda and is in line with the sustainable Mercury was born (then he was called Farrukh Bulsara). tourism development goals and in accordance with the UNWTO principles and GSTC criteria. The cluster approach Archaeological research of the medieval city led to the which is successfully developing in many regions of the declaration of Kilwa as a World Heritage Site. The list world can serve as the foundation for the development of included the Great mosque of Kilwa, Mkutini’s palace, and potential of cultural tourism and diversification of product ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. also ruins of other remarkable objects. offer in East Africa.

Thus, historical and cultural heritage of the countries of East Africa are very diverse. From petroglyphic lists of the ﬁrst millennium B.C. to the medieval cities, from mythological traditions and ceremonies to modern culture of a masaa, to a bow, from ancient tribes of a nyor and an achola to mythical tribes of “achveza”.

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Case study Africa: In the past year, tourism on the African continent has been hit hard by the consequences of the media’s irresponsible The importance of tourism and generalised coverage of the Ebola Crisis that affected Sierra Leone, Guinea and Liberia. This caused panic SMEs for social inclusion amongst tourists, prompting airlines and tour operators to and sustainable tourism put their plans for travel to the likes of the Gambia, Kenya, Ethiopia, and even South Africa, on hold. This had far- development in Africa reaching consequences on local economic and social development, with local tourism businesses suffering the most.

Not only has this situation highlighted tourist markets’ geographical ignorance of the African continent as well as the perpetuation of the ‘Dark Continent’ myth; but it has also prompted a renewed focus on the need to re-brand Africa, it’s different regions and 53 countries to avoid this situation happening in the future. As a consequence, the UNWTO has called for a continental gathering to address this topic.

In August this year, a Regional Conference on the Image of Africa: Enhancing Brand Africa, Fostering Tourism ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. Development took lace in Ghana 17-19 August 2015 with the following aims:

– Analyse the situation of Brand Africa and its impact on tourism in the region;

– Identify the key challenges facing Brand Africa and that of African countries;

Source: Simply Experience Travel (Thomas Armitt).

UNWTO • Tourism in Africa: A Tool for Development 77 – Exchange national experiences on country branding approach to planning for tourism development, initiatives and tourism branding; that empower small businesses with knowledge and skills to match the tourist markets’ expectations and needs, and – Explore how African destinations can successfully build a micro-credit loan schemes to help bring innovative and strong brand in an increasingly competitive marketplace socially inclusive ideas to reality, SMEs in tourism could and a constantly changing business environment; and slowly but surely create the foundations for a sustainable tourism sector across the continent. – Create synergies among African countries towards greater cooperation in the promotion and positioning of Social inclusion and sustainable tourism development are

84 a common African Tourism Brand. hot topics nowadays. They have grown in popularity over the past few years – especially for emerging destinations – But addressing the ‘brand issue’ is not enough. There as a result of proven positive economic and social impacts will also need to be a focus on how to address the that the concept has had in a number of destinations in more complicated, and less apparent, issues of fragility which inclusive growth tourism strategies have been of support structures available to small and medium implemented. Gambia, Rwanda, Uganda and Zimbabwe enterprises (SMEs) in tourism across the African continent. are some of the African destinations that are case studies SMEs in tourism are the building blocks allowing for positive for successful best practice. environmental, social and economic impacts of tourism to be felt on a local level, and if managed responsibly – by There are many strategies that can be suggested as part mitigating the negative impacts, also on a national level. of an action plan for different destinations depending on the context. There is not enough space to share With the UNWTO predicting tourist numbers in Africa to all of them with you here; however it is possible to reach 134 million by 2030, which will create opportunities convey the fundamentals by highlighting some of the for income generation at all levels of the value chain, the recommendations that have already been used as part of potential for tourism induced beneﬁts for local businesses national inclusive growth tourism strategies. cannot be ignored. Given the right and continued support, these enterprises can be catalysts for social inclusion, The following are only examples taken from a recently creating opportunities for low income people to work updated best practice review. It is important to note that within or alongside the tourism sector. With a sustainable it is not possible to know whether these would work in

Figure 5.1 Increase in cancellations due to the Ebola outbreak*

+10% Q No change (230 operators – 45.5%)

Q 10% increase (109 operators – 21.5%)

Q 20% increase (56 operators – 11.1%)

Q 30% increase (41 operators – 8.1%) No change +20% Q 40% increase (11 operators – 2.2%)

Q 50% increase (34 operators – 6.7%)

${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. Q 70% increase (25 operators – 4.9%) +30%

+70% +50%

* Show data for operators based in all countries (506 responses). Source: www.traveldailynews.com/news/article/62410/ebola-is-killing-the-safari.

78 UNWTO • AM Regional Report: Volume Four a particular destination without the appropriate ﬁeld research or – Develop guiding opportunities, knowledge. cultural excursions, entertainment and heritage sites. This can involve – Create a strategic lead for inclusive tourism whereby a supporting a guides’ association to position is created within the tourism authority in question ensuring utilize the potential of experiential and consistency and on-going implementation of action plans with a cultural tourism products. mandate to keep a clear focus on low-income people, to prevent drift. – Upgrade the food supply chain by increasing direct market

84 – Expand and diversify arts & crafts by supporting the expansion access for local food suppliers of arts and crafts enterprises, through physical infrastructure (e.g. farmers, ﬁshermen), encouraging (markets), investment in capabilities and coordination, and tourism enterprises to introduce marketing communication. supplier codes of conduct to ensure fair pricing and trade agreement; building a supportive business environment for Figure 5.2 Tourism in Africa (international tourist arrivals) local suppliers; celebrating local food as part of the tourism product, and facilitating trading relations between hotels, restaurants and local suppliers.

– Invest in the development of hospitality skills among Low Income People. This can be achieved by establishing hospitality training schools that cater to people from low-income households who have the potential but not yet the experience to work in hospitality, and by collaborating with sector partners to provide internships and in house training.

By focusing on the inclusion of low income people within tourism development strategies, by adopting a multi-stakeholder approach, and provided that there is enough demand, tourism can have signiﬁcant positive impacts on the economy of African destinations, both on local and national levels. Appropriate strategies, depending on the context of the destination, can – if implemented correctly – make way for a tourism sector that can be socially inclusive and sustainable for generations to come. ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100.

Source: World Tourism Organization (UNWTO), 2015.

UNWTO • Tourism in Africa: A Tool for Development 79 84

Case study Kenya: Tourism is a key economic sector in Kenya, with over 1.5 million international visitor arrivals per year, attracted mainly by Protecting livelihoods the destination’s beaches and wildlife viewing opportunities. Mombasa’s North Coast is endowed with attractive tropical and enhancing the visitor beaches, and a wide variety of coastal hotels and resorts are experience on operating in the area. The destination can easily be included in tourist package, thanks to the proximity of Moi International Mombasa’s north coast Airport in Mombasa, which received close to 190,000 passengers in 2013.

Over the years, many local people started working as beach operator at the Mombasa’s North Coast, including safari guides, massage sellers, boat operators, photographers, Samburu warriors and curio sellers. The number of beach operators grew to over 3,000, yet the interaction between tourists and beach operators gradually deteriorated. As no proper arrangements were made to enable the beach operators to sell their products and services, tourists started experiencing the way the beach operators approached them as unpleasant, and hotels and tour operators would encourage tourists to stay within their grounds. This situation made it increasingly difﬁcult for beach operators to earn a livelihood, compounding the problem and leading to ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. ongoing conﬂict with hotels.

In order to address these challenges the independent sustainable tourism charity the Travel Foundation (TF) and UNWTO jointly set up the three year Mombasa Beach Operators’ Livelihood Project to support the long term sustainability of tourism along the Kenyan coast through strengthening livelihoods for

Source: The Travel Foundation (Isabel Kearney) and beach operators, improving their interaction with tourists, and UNWTO ST-EP Foundation (Marcel Leijzer). minimizing tourist hassle. The project was funded through a ST-

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EP Destination Management Fund, a partnership between beneﬁtting all 450 members of the curio association. With TF, UNWTO and the UNWTO ST-EP Foundation, and was assistance from KCTA, beach operators have organized led by the Kenya Coast and Tourism Association (KCTA). themselves into eight associations and revised their code The project focused on working with the Mombasa North of ethics and constitution. Beach operators have also Coast Beach Operator Association, which has around taken responsibility for caring for the beach environment 1,500 members, and built on the lessons learnt from a and have run regular beach cleans to improve the visitor similar project with beach operators carried out by TF in experience. Sri Lanka.

Achievements Project activities During the final evaluation, 20 beach operators who A number of project activities were undertaken to improve participated in the project reported improvements in beach operator livelihoods, build effective relationships livelihood indicators, including: feeling proud of about between beach operators and hoteliers, and improve the their work; feeling respected by the local community; visitor experience. A professional training programme was good relationships with hotel workers; and getting on well delivered to 573 beach operators (260 female, 313 male), with tourists. Relationships between beach operators and covering a range of topics from basic tour guiding skills hoteliers have improved and hotels no longer discourage to financial management. Stakeholders, such as Kenya their guests from interacting with beach operators, whereas Wildlife Service, Kenya Tourism Board, Tourist Police Unit some hotels even helped create specific opportunities and hoteliers were engaged through sensitization forums for interaction. During the baseline project evaluation, a and a workshop, where they committed to supporting sample of 20 beach operators who participated in the ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. the beach operators in securing sustainable livelihoods project rated their relationship with hotels – 25% thought and improving the visitor experience. Stakeholders also it was ‘poor’ and 45% felt it was ‘good’. At the end of attended the beach operator graduation ceremony, where the project, 75% of the beach operator sample said their all 573 beach operators were presented with certificates relationship with hotels was now ‘good’ and the remaining and branded t-shirts to wear whilst working. felt their relationship was ‘ok’. Regular meetings between beach operator association leaders and hotel security As a result of the project, seven hotels now have formal or officers mean security issues, such as intruders, can informal agreements with curio sellers to sell inside their be addressed together. One beach operator said, “they hotel on specific days of the week on a rotation system, (hotels) respect our work and recognise that we are

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professionals”. Project participants will become the first changes in management disrupting the arrangement, Mombasa beach operators vetted and licensed under and further efforts should be made to between hotels the Ministry of Tourism’s Tourism Regulatory Authority, and other beach operator groups. Hotels could go further gaining an official role in the tourism sector. by inviting curio sellers to sell permanently inside their hotels, and offering different products in their own shops. The Kenya Tourist Board has reported that beach hassle is Along the Mombasa North Coast, efforts can be made to now the seventh reported reason for visitor dissatisfaction integrate all beach operators under one single, inclusive in the Mombasa 2014 exit survey, compared to the primary beach operator’s association, which would create better reason for visitor dissatisfaction in 2010. Hoteliers report opportunities to reach all beach operators with training and that they no longer receive complaints from their guests business linkage facilitation activities, and could reduce about negative interactions with beach operators, and conflict between different factions of beach operators. are pleased that the project helped to improve the visitor experience, while creating better opportunities for local people to benefit from tourism. Replication and scale-up

Key decision makers and tourism businesses have shown Lessons learned commitment in supporting the livelihoods of beach operators and scaling up the project – Mombasa County The achievements of the project demonstrate the success Governor H.E. Hassan Joho publically pledged to fund of an approach combining relationship building with and support a further 500 beach operators through the the private sector, integrated training and stakeholder programme in the next year. engagement to improve the visitor experience along the Kenyan coast and strengthen the livelihoods of beach The project’s success has attracted interest from operators. Neighboring county governments who aim to County Governments neighboring Mombasa: Kiliﬁ ran a replicate this project should ensure their programme is 10 day training course for 200 beach operators, Kwale based on these three elements rather than a training only is interested in delivering a capacity building project for ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. approach. To enhance future training programmes, safari beach operators, and Lamu held basic training for beach sellers could be taken on ﬁeld trips to a major national park operators on communication and selling skills. The to develop their product knowledge, and representatives project could also be expanded to reach tuk-tuk riders of hotels and beach operator associations could undertake and taxi drivers, where visitors are reporting problems study tours to coastal sites where positive interaction with overcharging, security, and stopping at commission between beach operators and tourists exist. paying shops.

To build on the project’s success, all agreements between For more information on the project, visit: www.thetravelfoundation.org.uk/ curio sellers and hotels should be formalized to avoid projects/destinations/kenya/past_projects_in_kenya.

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Case study Africa: The Alliance is a network of sustainable tourism certification stakeholders in Africa aiming to enable an integrated The sustainable tourism approach to sustainable tourism certification throughout certification Alliance Africa the African continent. (The Alliance) The Alliance’s overall objectives are to build regional capacity to reduce poverty, improve livelihoods, and promote resource efficiency through sustainable tourism management practices. More specifically, the Alliance facilitates an integrated approach to sustainable tourism standard setting and certification that will achieve higher levels of market and developmental impact, as opposed to certification schemes operating in isolation of each other. To date, all operational sustainable tourism certification schemes on the continent have joined this Alliance: So far, they include certification bodies operating in Botswana, Egypt, the Gambia, Madagascar, Mauritius, Morocco, Mozambique, Kenya, Namibia, Seychelles, South Africa, Tanzania and Tunisia. To find out more about these certification bodies and their products please visit: www.sustainabletourismalliance.net. ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. Taken together, there are hundreds of businesses from many different segments of the industry that are certified by an Alliance member. The following are just two examples from South Africa and the Seychelles.

Source: The Sustainable Tourism Certiﬁcation Alliance Africa (The Alliance).

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Mashovela Bush Lodge Fair Trade Tourism certification has identified a number of positive business practices by the lodge, such as Mashovela Lodge is a Small Enterprise in the Morning Sun exemplary labor standards and a high level of cultural Nature Reserve. It is part of a natural heritage site situated sensitivity. A number of well-received recommendations in the heart of the Soutpansberg Mountains in South for improvement with respect to all these areas were also Africa’s Limpopo Province, 75 km from the Zimbabwean identified, particularly in relation to skills development border. When it opened in 2009, it was soon recognized imperatives and how these could be linked to the nationally for its eco-friendly accommodation, strong local businesses performance management system. Overall, community benefits through its employment of local staff, the certification audit process and steps taken by the its educational initiatives as well as its support of local business to ensure compliance against Fair Trade Tourism community arts and crafts. requirements has improved Mashovela’s environmental and business performance and has resulted in a more The theme of the Lodge is based on the local Venda engaged and happier staff. Culture, represented in all the materials and patterns used in the rooms and restaurant. The award winning Drumbeat restaurant serves delicious pan-African cuisine. Whilst enjoying dinner guests can listen to the sound of beating drums and dance, in stunning live performances by local Venda musicians.

Since 2012, Mashovela Lodge has been certified by Fair Trade Tourism, a globally recognized and groundbreaking ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. responsible tourism certification programme. Certification of the lodge signifies the businesses’ commitment to fair and responsible tourism. This includes fair wages and working conditions, fair purchasing and operations, equitable distribution of benefits and respect for human rights, culture and the environment.

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The Berajaya Beau Vallon Beach Resort to change linen less often. 100% LED lights throughout and Casino the public areas, cooling systems for the guest rooms are set on a minimum of 23 degrees and key cards assist in The Berjaya Beau Vallon Bay Resort and Casino is located switching off lighting in the rooms when guests are out. on the North Coast of the Seychelles’ Mahe Island, on the popular Beau Vallon Beach. The hotel boasts SSTL has also encouraged the hotel to become more 232 rooms and is spread over a large property. Maintaining actively involved in its local community through a number of the grounds and landscaping efforts during this period is a donations and activities. The hotel has a well-established challenge. The Seychelles suffer from periods of drought partnership with the Beau Vallon Primary School, where every year and it is a difﬁcult time for everyone as water the hotel has funded the creation of a spice garden, which restrictions are applied across the country. is grown by the students and the produce sold back to the hotel. The hotel also supports the old people’s home of Through certiﬁcation, the Seychelles Sustainable Tourism the Beau Vallon District. Label (SSTL) has encouraged the hotel to look at rainwater harvesting. Through the provision of tanks and collection of rain water the hotel has managed to better maintain its grounds and keep its landscaping to a desirable standard.

As part of the SSTL requirements the hotel has also set up its own composting for green waste and this further goes towards the maintenance of the grounds and has greatly reduced the cost of buying compost for the hotel. ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. Additionally, the SSTL certification has benefited the hotel by increasing staff awareness on sustainable practices, and the importance of reducing wastage. Efforts to better manage energy and water consumption is now in place through the provision of low flow devices at the guest toilets, guest information on importance of water and need

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Case study Africa: When Vamizi, a luxury resort off Mozambique’s northern coast, won the Conde Nast Traveler “Best Hotels for The high-end tourism market: Honeymooners” award in 2014, the magazine heralded the British investors who built the lodge as “idealists.1” The a local luxury group has been praised for using high-end tourism to fund conservation and support community development projects2 on a seven-and-a-half-mile long island that they share with a poor ﬁshing village3. While the combination of social good and luxury is great PR - Nelson Mandela stayed here after all4 - the socio-economic impact numbers don’t add up.

The villa resort charges USD 39,795 for a seven-night-stay5 from which every guest pays a conservation fee6. That levy is USD 20 or 0.05% per reservation. While revenues from the levy are reinvested in the community, the amount the resort sows is statistically insigniﬁcant when compared with the amount it reaps.

What if rural villages could beneﬁt from the wealth-generating power of tourism’s luxury receipts – not the small change – like foreign investors do? What if the son of a father who renovated homes founded the next 5-star hotel chain like ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. Four Seasons Founder and Chairman Isadore Sharp7? What if governments in Africa didn’t depend on multinational companies to attract high-end tourism businesses, instead contracting with its own citizens?

That is the vision Transformative Tourism Development Group seeks to bring into focus - local community groups capitalizing on the luxury of tourism’s full potential. The Source: Transformative Tourism (Sana Butler). Vamizi “ideal” is not an exception. In fact, host communities

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in Sub-Saharan Africa are the poorest they have ever been But this is the real picture. Visitors can spend a half a trillion despite extraordinary growth over the last two decades. In dollars in Sub-Saharan Africa, where returns on tourism 1993, 25% of the world’s poorest people, 5% lived in sub- investment are among the highest in the world14, and the Saharan Africa. By 2008 – the most recent figure available money is still not effective in promoting shared prosperity. – it had jumped to nearly 60%8. During the same period, It has the opposite effect on incomes, and has no effect visitors spent more than USD 600 billion in the region.9 in reducing the share of women and children living on less than USD 1.25 a day. This paints a capitalist picture of More worrying is that barriers to inclusive growth appear blithe indifference. to be widespread and accepted as okay. “More is better? Why?” questions Hannah R Messerli, World Bank. However, this is the sustainable reality: Tourism’s cash flow needs to be redirected away from large multinational corporations and mega businesses and to the local Senior private sector development population. This will, in effect, change the systems that lead to poverty. Making it happen is not impossible as Specialist in Tourism in response to a comment that luxury pessimists profess. lodges pay local staff poverty level wages in rural villages. Stop “making the assumptions they want to be middle Two years ago, Transformative Tourism Development class.”10 Group, a hybrid company that follows a traditional for- profit business model in order to pursue a social mission, Messerlli, who is the Team Leader of a USD 39.5 million set out on an ambitious challenge to break the cycle of tourism development project in Ethiopia11, asserts that poverty by teaching the bottom of the pyramid the ways of when indigenous people choose to live in remote areas luxury tourism at the top of the pyramid. ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. they do not have a need for more money because there is nothing to spend it on. Maybe this is the reason why the Why specifically luxury? The demographic is high-value, percentage of tourism revenue leakages in Africa is the low-volume. So it is no surprise that 8 out of the top 11 highest in the world, as much as 85%.12 most expensive resorts in the world are in Sub-Saharan Africa15, charging as much as USD 7,000 per couple A true Middle class is a better life sans struggle and strife. per night16. GOP margins for hotels in this hemisphere In fact, global travelers buy into the USD 473 billion13 are upwards of 50% of total revenue. Some up to 65%, sustainable tourism movement, assuming that is what according to a questionnaire by the World Bank Group17. their vacation money is working towards. That is the kind of free market vehicle that brings about

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transformative change. And with 5-star constructions minimum. In the 70-year history of UNESCO, that has dominating the hotel development pipeline, there are no never been done before in the region. signs of a slowdown. Impact investors look for projects to fund that will first and Taking a cue from the Millennium Development Goals that foremost have a significant social and economic impact. end this year, Transformative Tourism identified six specific For all of its promise, it is not truly understood beyond and measurable development goals to achieve by 2030. the philanthropic world. That is because it is founded with They are: the new idea that for-profit, investors will sacrifice market returns in order to invest in a better world. (They also like 1. Create local ownership to compete with luxury brands throwing around anti-establishment words like disrupt, like & Beyond and Four Seasons; radical and revolution, which are words tourism needs to reaffirm a centrality of growth.) 2. Build an executive training factory of small and medium size businesses to engage in the tourism value chain, Arguably, the fastest growing segment in the investment specializing in high-end markets; space, impact investors control less than USD 40 billion in capital that is projected to grow to USD 500 billion within 3. Connect entrepreneurs to an assured regional and global the decade18. Currently, 15% goes to Sub-Saharan Africa, marketplace, using the company’s vast contacts; ranked third after United States and Latin America and Caribbean19. 4. Empower the revitalization of abandoned UNESCO African World Heritage Sites into commercially viable, Transformative Tourism has identified notables in the space must-visit destinations; that are asking the right questions. Questions like: Why are almost all of the tourism jobs in the region low-skilled, 5. Advance education with a scholarship fund for college low-pay? Can we break that pattern? “We now know that and graduate school; and job creation in itself does not solve issues like inequality ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. and environmental degradation,” says Pascal Fröhlicher, 6. Fund all of the above with impact investment capital. Partner at Johannesburg and Cape Town-based Impact Amplifier. “Yet tourism and agriculture are ideally placed Transformative Tourism’s 2030 vision would be facilitated to bring prosperity to remote areas challenged by weak by a high-end resort, where the commercial revenue funds infrastructure and difficulty in accessing markets and an infinite investment stream to accomplish 1 through 5 capital.” Patricia Chin-Sweeney, Director & Partner in a designated country. The multimillion dollar funds will at Nairobi-based I-DEV International sees “significant be assigned to the poorest, most vulnerable sites with opportunity to grow market potential in community-based distributions that are predictable and consistent, at the tourism” and is already doing so in Peru. And GATETrip,

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the world’s first Impact Investment platform for the Visitor management plans will include everything you tourism sector and the first to incorporate equity-based would expect to find in a small coastal town, including a Crowdfunding, is vetting potential investors for projects high-end hotel, B&B, shops, museum, restaurants and upwards of USD 5 million.20 coffee shops.

More importantly, impact investors commit to projects The key is that the newly trained local SMEs will have long term. The SME development training programmes exclusive rights to manage and own the self-contained Transformative Tourism is offering won’t provide solutions site of tourism clusters. Done right, the Global Heritage that will happen overnight or even five years. But everything Fund says a contemporary site can produce more than about the work is designed so that, at some point, the USD 100 million a year22. company slips away and local businesses are left with the political and economic power connections to thrive like a Not only is it doable, but it will be a testament of what can foreign investor. happen across local economies - across the continent -when profits stay and are truly reinvested. “I may not see The company’s pilot project is a private resort in Central the fruits of this labor but the generation after me will. Isn’t Mozambique that will restore the whole island of that the point?” says Vincent Molinari, CEO and Founder Mozambique Island, the country’s first and only UNESCO of Gate Global Impact, parent company of GATETrip.23 World Heritage Site. It will cost roughly USD 200 million21.

1. www.cntraveller.com/recommended/honeymoons-romantic-breaks/the-best-honey- 12. Cites UNCTAD: http://altruvistas.com/our-story/. moon-hotels/page/vamizi-mozambique. http://dtxtq4w60xqpw.cloudfront.net/sites/all/ﬁles/docpdf/sustainability.pdf. 2. www.journeysbydesign.com/destinations/mozambique/quirimbas-archipelago/ 13. www.responsibletravel.org/news/Fact_sheets/Fact_Sheet_-_Global_Ecotourism.pdf vamizi-lodge. [[Phone interview and #8 & #9. www.thelongrun.com/members/view/alliance-member/vamizi-island. 14. www.worldbank.org/en/news/press-release/2013/10/03/africa-tourism-economic- 3. www.cntraveler.com/hotels/mozambique/quirimbas-archipelago/vamizi-island- growth-new-jobs-tourism-investment [quote from Makhtar]. -mozambique. 15. www.travelmag.com/articles/most-expensive-hotels/. 4. (around page 43) www.mcatoolkit.org/pdf/AfricaMCAFinal.pdf.

${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. 16. www.worldbank.org/projects/P098132/tourism-development?lang=en. 5. www.vamizi.com/rates-special-offers/. 17. http://siteresources.worldbank.org/INTAFRSUMAFTPS/Resources/Accomodation- 6. www.academia.edu/5981776/Coral_and_reef_ﬁsh_in_the_northern_quirim- SectorStudyDec.2010.pdf [[[around page 47 in the section that reads : “Higher hotel bas_arChipelago_mozambique_1_Coral_and_Reef_Fish_in_the_Northern_Quirim- margins relative to other regions of the world”. bas_Archipelago_Mozambique_A_First_Assessment. 18. www.weforum.org/news/new-report-bringing-impact-investing-margins-mainstream. www.journeysbydesign.com/destinations/mozambique/quirimbas-archipelago/ vamizi-lodge. 19. www.thegiin.org/binary-data/2014MarketSpotlight.PDF. 7. www.referenceforbusiness.com/history2/55/Four-Seasons-Hotels-Inc.html. 20. Phone and two email interviews (want me to forward the emails?). 8. www.economist.com/blogs/freeexchange/2014/01/incomes-sub-saharan-africa. 21. Email from the head of the Mozambique Island Foundation for community development. I will forward the email. 9. http://dtxtq4w60xqpw.cloudfront.net/sites/all/ﬁles/pdf/unwto_barom14_02_apr_ex- cerpt_0.pdf. 22. http://globalheritagefund.org/what_we_do/value_of_global_heritage. www.captur.travel/web2011/estadisticas_turisticas/docs_barometro/WTO- 23. Phone interview. Barom08_2_en.pdf (around page 9). 10. Phone interview. 11. www.worldbank.org/projects/P098132/tourism-development?lang=en.

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Case study Senegal: Gorée: a short history

The cultural heritage of Despite being very small, Gorée has always played a signiﬁcant role in African history, as a consequence of its the Island of Gorée as position in the middle of the commercial routes among a tourist resource Europe, Africa and the Americas (Renaudeau, 1985). Since its discovery in 1444, Portuguese, Dutch, French and English armies fought to conquer it and, ﬁnally, at the end of the XVIII century, France obtained its full possession, making it the center of its empire in West Africa and using it to control the triangular trade. In fact, despite its demographic growth and the building of its beautiful stone houses, Gorée was a storehouse for human beings until the second half of the XIX century, when its downfall started and its demographic and architectonic decay began (UNESCO, 1985). Today it counts little more than 1,000 inhabitants, the majority of whom live in very poor conditions, with many among them squatting the historical state-owned buildings.

Tourism in Gorée ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100.

Despite the poverty of its inhabitants, Gorée is a very popular destination for the tourists staying in the area around Dakar. Already in the 50s and 60s Gorée was a tourist destination for the rich French bourgeoisie, but it AFFILIATE MEMBER is only in the 80s, after its inclusion in the World Heritage List, that tourism boomed, together with an architectonical rehabilitation of some of the historical buildings, due to a Source: University of Bologna (Elisa Magnani). worldwide fundraising campaign, promoted by UNESCO

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and the Senegalese government. The island became Gorée as a place of memory renowned worldwide as the symbol of the slave trade, with its Maison des Escalves and the Door of No Return, and it The slave trade has created a transnational cultural space, was included in several mass tourism packages managed inside which places like Gorée share a fundamental role in by European tour operators. keeping the memory of this episode of the world history, while contributing to the creation of the identity of both Nowadays, the island is visited yearly by some hundred black and white people around the world. These places thousand tourists, most of whom spend only a few hours attract both cultural and “root” tourists, in search for their on the islands, leaving very little revenue to the local lost African origins and their self-identification (Coles, population, who cannot fully sustain their living through Timothy, 2004). To protect the places connected to the tourism, while facing very serious environmental impacts slave trade, UNESCO has promoted since 1994 an inter- and having to compete with the tourists for the access to continental cultural itinerary called Slave Route, aimed at resources such as water. promoting them, their architectural and cultural heritage, and helping develop the living conditions of its inhabitant. In fact, the island’s tourism never fully developed, because – until recently – the local administration has Clearly, Gorée tourist development would benefit greatly never implemented an integrated tourist system and a from a greater connection to the UNESCO Slave Route, successful marketing strategy. focusing, nonetheless, on an improved promotion and a wider use of its resources that would impact positively on Gorée was inscribed in the World Heritage Sites List in its economy and on the lives of its resident population. 1979, after the IV criterion that protects those places representing an outstanding example of a building technique or architecture of a significant moment in Conclusions history: it is the living representation of the slave trade era, when the slaves built its stone houses. In Gorée the connection between tourism and culture is ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. partially problematic: history has turned it into a tourist place, However, the tourist promotion of Gorée has focused in particular since the inclusion in the World Heritage List, but, nearly exclusively on the Maison des Esclaves, leaving despite the development opportunity brought by tourism, unused its other cultural and natural resources: the other its territorial and social problems have worsened in the last museums, the basaltic cliff and the sea, the charming decades – mainly as a consequence of bad governance – atmosphere of its narrow, blooming streets. while its local population has been unable to improve its living conditions through this activity, exposing this living symbol of the slave trade to the risk of being neglected, mystified or fully commercialized to the tourist industry.

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Case study Tanzania: Tourism has become an essential part of Zanzibar’s economic development. In the last two decades the Natural resource management economy has been restructured away from exports to the service industry as it has become an increasingly and stakeholder conﬂict popular holiday destination. In 2007 tourism delivered 43.9% of Zanzibar’s GDP (Ministry of Health and Social Welfare, 2009). With warm blue water and white sand beaches, tourism to Zanzibar is largely dependent on the existence of these romanticized natural resources. Zanzibari livelihoods are also heavily dependent on marine resources. The manner and rate of resource consumption is negatively impacting the environment (EcoAfrica, 2005; Käyhkö et al., 2011). Livelihoods and tourism are competing for natural resources. On the one hand tourism relies largely on ‘pristine’ beaches and reefs; on the other hand livelihoods rely on ﬁshing along those reefs. The future of both depends on the long-term persistence of these marine resources.

About 2.4 km off the north-east coast of Zanzibar is Mnemba Island. It has a vegetated coastline of 1.46 km and an area of 0.12 km2. It is an important conservation ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. area for not only marine resources but also the rare Ader’s Duiker (Cephalophus adersi) that has a small population on the island. Mnemba is surrounded by a fringing, shallow water coral reef. Portions of the reef are considered to be among the healthiest coral reefs in the region (Bergman & Öhman, 2001; EcoAfrica, 2005; Muhando & Francis, 2000; Wagner, 2007; Zvuloni et al., 2010). The Mnemba Island Marine Conservation Area (MIMCA) was established Source: University of Johannesburg (C. Burgoyne) and University of South America (Prof. K. Mearns).

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in 2002 to protect the marine resources around Mnemba Conservation Club, a committee of local staff members Island. The MIMCA is a popular tourism destination: Many working at a dive resort said “Villagers are complaining tourism operations from Zanzibar take their patrons to because they get nothing from MIMCA, so they don’t care Mnemba reefs for snorkelling and diving. It is a significant about protecting the reef at Mnemba”. contributor to Zanzibar’s economy and the economic welfare of communities living along this stretch of coastline In the case of the MIMCA, it can be said that weak working (www.mcu.go.tz). relationships between stakeholders has led to damaging methods of resource utilization. Mnemba Island and the The reef system is being damaged due to poor utilization surrounding reefs are an important resource for both practices such as anchors landing on coral, tourists and the livelihoods of local communities and the Zanzibarian fishermen walking on the coral at low tide, and over- economy. As such it is an important area to protect and fishing. Through these damaging practices, the tourism manage in a way that enables multiple stakeholder groups industry has been putting pressure on the environment to benefit. (Ferrol-Schulte et al., 2014; Rotarou, 2013). Professional divers who frequent MIMCA have reported that sightings of reef sharks are infrequent, and that the preferential fishing of herbivorous reef fish has led to increased growth of algae on the reef, choking hard corals (Personal Communications with Dive Masters in Zanzibar, Tanzania, 12 March 2015).

Due to the decline in health and distribution of natural ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. marine resources, governance has become a vital topic of discussion. Despite this, effective governance has been difficult to implement due to stakeholder conflict over resources. Local fishing communities feel that they have been sidelined during MIMCA decision-making, and that they do not receive benefits from MIMCA tourism (Personal communications with Zanzibarians living adjacent to MIMCA, 11-18 March 2015). A member of the

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Case study Africa: A very large proportion of investment in tourism goes into the lodging industry – hotels, resorts, lodges and other The march of the hotel chains types of accommodation used by travelers. In Africa, aside from the mature markets in the North Africa region (mostly Egypt, Morocco and Tunisia) and in South Africa, most cities are under-supplied, with existing hotels often badly in need of renovation or, in the extreme, demolition!

The international chains have “woken up” to Africa in the last decade, actively seeking prospective owners who will engage them to manage their new hotels. Several chains now have dealmakers based in Africa.

Each year, the W Hospitality Group analyses the “development pipelines” of the international and regional (African) chains, the deals that they have signed with developers, to show how the hotel industry in Africa is set to grow over the next few years. We analyze the data by company, by brand and by country, and when the hotels are likely to open.

Until recently, the most activity was in North Africa, ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. countries with mature tourist industries, within easy reach of source markets in Europe, and generally considered more attractive than those below the Sahara. But as shown in ﬁgure 5.3, the number both of hotels and of deals in Sub-Saharan Africa exceeded those in North Africa in 2013, and in 2015 are 70% higher in terms of rooms.

Source: W Hospitality Group, Lagos (Trevor J. Ward).

94 UNWTO • AM Regional Report: Volume Four Table 5.3 Hotel Chain Development Pipelines in Africa, 2015

2011 2012 2013 2014 2015

Hotels Rooms Hotels Rooms Hotels Rooms Hotels Rooms Hotels Rooms

North Africa* 75 17,038 77 17,217 73 18,065 73 16,449 79 18,565

Sub-Saharan Africa 76 13,700 100 17,109 115 18,191 142 23,283 191 31,150

Total 151 30,738 208 34,326 188 36,256 215 39,732 270 49,715

84 * Algeria, Egypt, Libya, Morocco and Tunisia.

Figure 5.3 Chain Hotel Development in Africa

35,000

30,000

25,000 X North Africa X Sub-Saharan Africa 20,000

15,000

10,000 2011 2012 2013 2014 2015

By region, North Africa and West Africa have the largest The average size of a new hotel in North Africa, particularly pipelines, accounting for 70% of the total: in Egypt, is larger than those planned in the rest of the continent. All 5 countries in North Africa appear in the top ten, and note that the other ﬁve countries are all English Table 5.4 Hotel Chain Development Pipelines: speaking. Rwanda and Senegal, both French-speaking, Top 10 countries by number of rooms, head the next ten. 2015

Average Generally speaking, the main focus of hotel development Hotels Rooms size is in the capital cities of each country, although Lagos (the commercial capital of Nigeria, but not the political capital) 1 Nigeria 51 8,563 168 has the highest number of rooms in the development 2 Egypt 18 6,440 358 pipeline, a total of 3,611, double that of Algiers.

3 Morocco 31 5,474 177 Of the brands operated by the chains, Radisson Blu, ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. 4 Algeria 13 2,749 211 a Carlson Rezidor brand, has the largest pipeline, 5 Tunisia 12 2,444 204 5,372 rooms in 22 hotels. Hilton has slightly less, around

6 South Africa 13 1,662 128 5,000 rooms, but in much larger hotels.

7 Kenya 8 1,510 189

8 Libya 5 1,458 292

9 Ghana 8 1,399 175

10 Uganda 9 1,397 155

UNWTO • Tourism in Africa: A Tool for Development 95 Table 5.5 Hotel Chain Development Pipelines: Top 10 brands by number of planned hotels and rooms, 2015

Change Average Rank by hotels Rank by rooms (%) size

Brand Hotels Brand Rooms 2014 Rooms

1 Radisson Blu 22 1 Radisson Blu 5,372 23.9 244

2 Hilton 16 2 Hilton 4,965 5.1 310

3 Marriott 11 3 Marriott 2,316 9.5 211 84 4 Park Inn by Radisson 10 4 Sheraton 1,862 29.6 233

5= Hilton Garden Inn 9 5 Hilton Garden Inn 1,682 33.1 187

5= Noom 9 6 Kempinski 1,618 3.3 324

7 Sheraton 8 7 Park Inn by Radisson 1,581 -17.3 158

8= Four Points by Sheraton 7 8 Noom 1,332 12.9 148

8= Golden Tulip 7 9 Four Points by Sheraton 1,250 37.5 179

8= Mantis 7 10 Courtyard by Marriott 1,154 0 289

Most of the names in the top ten will be familiar, with the The above table details the pipelines by brand. Several possible exception of Noom. This is a new brand from the chains, such as Hilton Worldwide with Hilton and Hilton Mangalis Hotel Group, with nine hotels in their pipeline; Garden Inn, and Carlson Rezidor with Radisson Blu and none yet open, but expecting to enter the Conakry and Park Inn, have multiple brands which they are rolling Dakar markets in 2015. out across Africa. The following table shows the top ten companies:

Table 5.6 Hotel Chain Development Pipelines: Top 10 chains by number of planned hotels and rooms, 2015

Change, Average Rank by hotels Rank by rooms 2014 size (%)

1 Marriott 36 1 Hilton Worldwide 7,250 18 250

2 Carlson Rezidor 32 2 Carlson Rezidor 6,953 11 217

3 Hilton Worldwide 29 3 Marriott 6,412 22 178

4 Starwood 21 4 Starwood 4,623 32 220

5 Mangalis 17 5 Starwood 2,329 5 137

6 Swiss International 16 6 Accor 2,273 43 189

7= Accor 12 7 Rotana 1,955 34 244 ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. 7= Best Western 12 8 Swiss international 1,738 150 109

9 Rotana 8 9 Kempinski 1,618 3 324

10 Louvre Hotels Grop 7 10 Fairmont 1,277 366 319

96 UNWTO • AM Regional Report: Volume Four 84

Hilton Worldwide is in top position, followed by Carlson Rezidor and Marriott – following their acquisition of the Protea chain in 2014, Marriott’s pipeline has increased considerably. Mangalis, with their Noom, Seen and Yaas brands, enters the top ten with 2,329 rooms in 17 hotels, a considerable achievement for a new chain.

The above paints a very positive picture of hotel development in Africa in the coming years. But without wanting to dampen any enthusiasm, the data need to be read into the context of the realities of the hotel industry, and of Africa. Many of these deals represent pieces of paper only, not bricks and mortar. Just over one third of the rooms in the chains’ pipelines are yet to start construction, and some of those which have started have stalled. The majority of the chains (and there are one or two exceptions), do not invest, but are seeking investors to build these hotels for them to manage. Raising the ﬁnance, and getting a hotel built, takes time, and opening is quite often delayed.

That having been said, the 2015 pipeline is the largest ever. ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. Africa needs more quality hotel rooms, and the chains bring their much-needed expertise to the continent, and will create thousands of much-needed jobs, contributing not only to Africa’s tourism industry, but to the development of the continent as a whole.

UNWTO • Tourism in Africa: A Tool for Development 97 84

Case study Kenya: Western Circuit Tourism Association (WCTA) is a non-proﬁt organization, which was established in the year 2009 by Inclusive proﬁtable tourism tourism stakeholders in the Western Kenya circuit for two in Western Kenya main reasons: 1. Tourism is a fast growing industry in Kenya and is one of its greatest foreign exchange earners; and

2. That tourism potential of the western Kenya circuit is not fully exploited.

The mandates of Western Circuit Tourism Association (WCTA).

– Advocacy on favorable tourism policies through the various institutional frameworks;

– To promote and market tourism in the western Kenya Circuit as an eco-tourism hub and as potential key tourist destination with niche products;

– Support preservation of culture/heritage; and ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100.

– Support conservation of wildlife in order to increase visitation in the country in the country´s 2030 vision.

Western Circuit Tourism Association (WCTA) is a big partnership whose aim is to showcase the tourism potential of the western Kenya Circuit and also to provide a market opportunity to members in the line of working out their Source: Western Circuit Tourism Association (Phelix Obuya). Market Plan and marketing their products and services.

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Our Mission is to be a vibrant and leading Tourism Our Vision is to create an enabling environment for Association working for inclusive proﬁtable tourism in tourism business growth in Western Kenya through Western Kenya. scenery, institutional development and destination.

Table 5.7 Proﬁle of Western Kenya

Regional strengths relative Weaknesses Threats to leading international destinations

– We are a renown destination; – Unfriendly policies; – Political instability;

– We have strong tourism products – Lack of proper networking; – Insecurity (terrorism); (sun, beach, wildlife, culture); – Lack of infrastructural – Climate change and its impacts; – Sport tourism – athletes; development in terms of tourism facilities; –Media; – Unique scenery and landscapes recreation; – Lack of proper information center; – Negative travel advisories;

– Unexploited historical sites; – Lack of proper product diversity; – Natural calamities; and

${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. and – A group of motivated – Higher operational costs. entrepreneurs with – No international exposure of the a common goal; sector.

– Extensive and deep rooted sector knowledge; and

– Abundant skilled work force.

UNWTO • Tourism in Africa: A Tool for Development 99 84

In 2010, a new Constitution was passed in Kenya – During our participation in the county government that provided for the devolved governance hence forums, WCTA have always been watchdogs and 47 administrative Counties were formed. In chapter 11, whistleblowers for the tourism sector in ensuring section 196 the constitution states that there shall be that proﬁtability of the sector is well tailored to create public participation in the key decisions passed by the sustainability and to improve the living standards of the Counties. local population.

WCTA has hence played a key role in the following ways: – Through Public-Private Partnership, WCTA has developed strategic liaisons with key stakeholders. We – Organizing and participating in the Governors’ have worked very closely with the Kenya Association of roundtables that offer a platform for assessing the Manufactures, Kenya National Chamber of Commerce achievement of the Counties and the gaps available in and Industry in ensuring that the value chain is the management of the public funds. completed for the sake of the community.

– Engaging the Department of Tourism in each Counties in drafting and developing holistic Tourism Laws that are investor-friendly and business oriented. In most cases, the Counties have drafted bills which are not sector friendly and we have always been on the fore front in ensuring that the bills are amended to suit the needs of tourism dynamics in each County. WCTA has engaged legal specialists in developing policy papers ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. and have always advocated for best practices in the eleven Counties.

100 UNWTO • AM Regional Report: Volume Four 84

Case study Zimbabwe: Tourism in Zimbabwe is based on its natural resources, culture and pristine wildlife environment. Overall, the Product diversification product base is narrow and this limits the activities that tourists can undertake during their stay in the country, in Zimbabwe: Saunders, et al (2013). The Government of the Republic a look at religious tourism of Zimbabwe has approved a new National Tourism Policy which identifies the need to expand the tourism product. Religious based tourism is identified as one of the many niche of tourism products to be developed in Zimbabwe.

Deﬁning religious tourism

Religious or faith based Tourism is probably one of the oldest forms of tourism globally. During the time of Jesus Christ, it was traditional for worshippers to ascend to’ Jerusalem at least three times per annum for each of the biblical harvest festivals, marking some of the early documented forms of religious-based tourism. Lefebvre (1996), deﬁnes religious based tourism as consisting of a range of spiritual sites and associated services, which are visited for both secular and religious reasons. ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. Shrines encompass sites where a relic or image is ‘venerated’, whereas pilgrimage sites are places where it is recognized that a miracle has occurred, still occurs and may do so again. An example of the latter is Lourdes in France. Religious tourism, therefore, encompasses all kinds of travel that is motivated by religion and where the destination is a religious site.

Source: Ministry of Tourism and Hospitality Industry (Runyowa Douglas, Director for Policy, Research, Plannings and Development).

UNWTO • Tourism in Africa: A Tool for Development 101 84

Slice of the global religious tourism pie and consequently the authorities measure it as a clearly deﬁned activity. According to UNESCO (2013), 60% of the world’s population practices a religion and these believers form the global demographic base of religious tourism. It is Measures to promote religious tourism estimated that 300 to 330 million pilgrims visit the world’s in Zimbabwe key religious sites every year and this amounts to about 30% of the total global tourists. The report acknowledges In order to shore up religious tourism in Zimbabwe, that trips for religious reasons have multiplied over the past the government has come up with a number of policy decades for pilgrimage, the fulﬁllment of pledges, religious interventions as follows: celebrations, visits to notable buildings and monuments of a religious nature and offerings to divinities among others. 1. Designation of Religious Sites as Tourism Attractions

According to the Tourism Act of 1996, the Minister of Challenges of measuring Tourism designates tourist attractions and using this religious tourism legal instrument, the Minister has designated ZCC Mbungo Church in Masvingo and Celebration Centre as Religious-based tourism is not well researched and religious tourism shrines in recognition of the ability of documented and resultantly, there is limited reliable these shrines to attract tourists locally and beyond. statistics regarding its size and value within the tourism sector. Only a few countries measure tourist arrivals using This has helped the church premises to be used as a classiﬁcation that refers to ‘religion’ or ‘pilgrimage’ conference facilities when worshiping is not in session ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. tourism. Consequently, most religious tourists are and in doing so they pay taxes to government. The combined with ‘other leisure’ visitors, with most countries churches have also invested in restaurants to serve classifying international inbound tourists into three congregants and other visitors alike. At the ZCC Mbungo purpose-of-visit groups: leisure/holiday; other leisure; and church in Gokwe, construction of chalets is in progress business/conference. There are exceptions to this, mainly as a build up to this designation. in destinations where religious-based tourism is highly popular such as Israel and Saudi Arabia where religious- based tourism is the most signiﬁcant type of tourism,

102 UNWTO • AM Regional Report: Volume Four 84

2. Licensing accommodation units for religious tourists Conclusions

Local churches attracting foreign tourists such as the While religious-based tourism is an ancient phenomenon, PHD Ministries led by Prophet Walter Magaya have it has not yet received considerable attention in Zimbabwe. provided special accommodation for the regional However, it has substantially contributed to the local and international visitors and also for some locals economy by stimulating both international and domestic intending to spend time in prayer and solitude during tourism. This realization calls for concerted efforts by deliverance periods. The Ministry through its parastatal government and the private players on how this sector can the Zimbabwe Tourism Authority has licensed these be further developed to enhance its contribution to the guesthouses as formal tourist’s accommodation to help local economy and use it as a tool for peace enhancement improve standards. and national development.

3. Supporting religious conventions

In addition, the ministry has supported religious conventions through the Tourism Conventions Bureau, mindful that such gatherings attract huge foreigners into the country. One such convention is the Jehovah’s witness convention held in 2014 which drew 89,000 worshipers of which a total of 5,500 among them were international delegates. According to ZTA (2014), of the international delegates 2,000 were from the United ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. States of America, 2,000 from African countries while the remaining 1,500 were drawn from other European Countries namely Austria, Switzerland, Norway, the United Kingdom and Brazil. Worth noting is that most of these tourists were from the United States which is the second highest global spender with an average of USD 1,108 per person per trip.

UNWTO • Tourism in Africa: A Tool for Development 103 84

Case study Angola: Context

Developing skills in the The positive role played by tourism in the economy of a country is felt quickly, bringing numerous beneﬁts Angolan public tourism sector to macroeconomic and social levels. In Angola, there is a growing awareness of the importance of tourism as support for the development of the country and the community. This has been intensiﬁed from 1996 onwards with the creation of the Ministry of Hospitality and Tourism (MINHOTUR). However, with the civil war, between 1975- 1988, more than 90% of hotels and similar units in the country were abandoned by their former owners.

Since 2002, with the achievement of peace, the country’s tourism sector has experienced signiﬁcant development with several key programmes for the sector being approved. Of these, the Angolan Tourism Master Plan (TMP), which lead to the creation of three poles of tourism development (Calandula, Cabo Ledo and Okavango Basin), deserve a special emphasis.

The Tourism Master Plan of Angola (TMP) is a strategic ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. document produced with the objective of instructing the development of the tourism in the country, deﬁning areas of special intervention by 2020 as well as strategic goals for the sector.

As a result of the proposals and recommendations of the TMP, Angola is focusing on creating the necessary tools for the organization and development of the sector. One Source: Institute for Tourism Planning and Development - IPDT (Jorge Costa Ph.D.).

104 UNWTO • AM Regional Report: Volume Four 84

of the particular areas for action is that of development The TEM programme lasted for eight months, spread over and training of human capital, both of public and private seven thematic seminars, with each seminar having a entities and organizations acting in the tourism sector. face-to-face and a distance learning phase. To be granted In this context, MINHOTUR decided to launch a unique the TEM diploma, participants had to develop an Applied training programme to assist senior public managers and Final Project. officials in implementing the Tourism Master Plan. Given the specificity of the programme, the distance- With the technical support of IPDT – Institute of Tourism, learning phase was crucial, allowing for lower costs, an Affiliate Member of UNWTO, specialized in consultancy flexibility and maximization of the learning process. For and training in the tourism and hospitality sectors, the this purpose, an online project management platform Tourism Executive Master (TEM), a tailor made master was developed, where new approaches to problems were programme was developed. discussed, in order to enable the creation of innovative solutions, capable of immediate application in the tourism sector’s context. The programme

Taking into account the vital role that tourism plays in Seminars and methodological approach the economic and social development of Angola, the programme was designed with the aim to ﬁt the needs The programme was composed of the following of the various destinations under construction, thus seminars: Case Studies in Tourism, Management Skills providing technical and managerial tools that could help in Tourism, Tourism Strategy, Economic and Financial national, departmental and tourism pole directors manage Analysis and Investment Projects, Tourism Marketing, ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. and making decisions in perfect alignment with the key Tourism Management Simulation and Applied Final strategic lines put forward in the Angolan Tourism Master Project. In respect to methodology, the seminars were Plan. run as workshops, with the student’s participation in the discussions being highly stimulated, mainly in terms of problem solving and case studies analysis. The programme also required work ﬁeld (research) in complementarity with the teaching activity in class.

UNWTO • Tourism in Africa: A Tool for Development 105 Figure 5.4 Some of the graphic supports developed for the project 84

TEM’s approach followed these dimensions:

Figure 5.5 TEM dimensions

1 Methodology: 5 Opportunities:

– Case studies; and – Skills acquisition;

– Creation and use of national cases. – Knowledge of international best practices; and –Experience sharing. 2 Web support:

– Dedicated website; and 6 Sponsors:

– Students backofﬁce: ipdtidealab. –MINHOTUR; and – Bank Caixa-Totta. 3 Tutors: 7 Causes:

${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. – Internationally renowned experts; and

– Tourism specialists. –Culture; –Environment; and 4 Comunication: – Comunity – social reintegration (by areas and segments). – National comunication plan, with visibility and international support: UNWTO, WHATT Project.

106 UNWTO • AM Regional Report: Volume Four The programme teaching methodology was based on IPDT’s international experience in tourism and hospitality post- graduate training and education, blending face-to-face with distance learning tools. For TEM Angola, the following approach was followed:

Figure 5.6 TEM teaching methodology

Online support to learning process (teaching resources, personal learning area and discussion forum) 84

Presentation and Preparatory Self diagnosis Conceptual seminars and thematic workshops discussion of group meetings questionnaires assignments

Application Online discussion Presentation of exercises and case forums for each applied ﬁnal project studies seminar

Analysis and evaluation of the e-Project fase individual learning report

Outcomes

The programme was very successful, both in terms of student participation and partners’ involvement. Student intake was 33 senior tourism ofﬁcials (national, departmental and tourism pole directors), and the programme had the participation and support of MINHOTUR, Caixa-Totta Bank and AddWise Consultancy Company, a local partner of the project.

All 33 participants successfully completed the programme and were awarded the diploma of Tourism Executive Master.

The programme deliveries and personal applied projects were presented at a public closing ceremony, held at the Epic Sana Hotel and Spa Luanda. The event had the ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. presence of several entities of the Angolan government and the tourism sector, and was presided by the Minister of Hospitality Tourism of Angola, Dr. Pedro Mutinde, and the UNWTO representative, Dr. Márcio Favila.

UNWTO • Tourism in Africa: A Tool for Development 107 84

List of ﬁgures and tables

List of ﬁgures Figure 5.3 Chain Hotel Development in Africa ...... 95 Figure 5.4 Some of the graphic supports developed Figure 1 Total number of participants and projects for the project ...... 106 presented in INVESTOUR since 2010 ...... 15 Figure 5.5 TEM dimensions ...... 106 Figure 1.1 International tourist arrivals to Africa (million) .. 20 Figure 5.6 TEM teaching methodology ...... 107 Figure 1.2 Tourism contribution to employment in Africa (jobs in thousands) ...... 21

Figure 1.3 Tourism spending (USD billion) ...... 21 Figure 1.4 International tourism 2014 ...... 22 List of tables Figure 1.5 Direct contribution of travel and tourism Table 1.1 International tourist arrivals to Africa (million) .. 20 to GDP...... 23 Table 3.1 Tourism product development: Figure 1.6 Direct contribution to GDP from travel principles and procedures ...... 36 and tourism (% of GDP) ...... 23 Table 3.2 Tourism product development checklist ...... 38 Figure 1.7 Tourism product opportunities in Africa ...... 24 Table 5.1 Summary of case studies ...... 52 Figure 2.1 Destination tourism development framework .. 27 Table 5.2 Some examples of niche tourism ...... 64 Figure 3.1 Investigating the potential for tourism product development: tools ...... 37 Table 5.3 Hotel Chain Development Pipelines in Africa, 2015 ...... 95 Figure 4.1 UNWTO prototype methodology ...... 45 Table 5.4 Hotel Chain Development Pipelines: Figure 4.2 UNWTO prototype: discovery phase...... 47 Top 10 countries by number of rooms, 2015 ... 95

Figure 4.3 UNWTO prototype: technical design ...... 48 Table 5.5 Hotel Chain Development Pipelines:

${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. Figure 4.4 UNWTO prototype: Top 10 brands by number of planned business plan development ...... 49 hotels and rooms, 2015 ...... 96

Figure 4.5 UNWTO prototype: going live ...... 50 Table 5.6 Hotel Chain Development Pipelines: Top 10 chains by number of planned Figure 4.6 UNWTO prototype: supervision hotels and rooms, 2015 ...... 96 and improvement ...... 51 Table 5.7 Proﬁle of Western Kenya ...... 99 Figure 5.1 Increase in cancellations due to the Ebola outbreak ...... 78

Figure 5.2 Tourism in Africa (international tourist arrivals) ...... 79

108 UNWTO • AM Regional Report: Volume Four 84

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Bergman, K. C. and Öhman, M. C. (2001), Coral reef Käyhkö, N.; Fagerholm, N.; Asseid, B. S. and Mzee, A. J. (2011), structure at Zanzibar Island, Tanzania, in: Marine Science Dynamic land use and land cover changes and their effect on Development in Tanzania and Eastern Africa, Proceedings forest resources in a coastal village of Matemwe, Zanzibar, of the 20th Anniversary Conference on Advances in Marine Tanzania. Land Use Policy 28, 26–37. Sciences in Tanzania, pp. 263–275. Koudessa Lokossou, C. (2001), “The slave trade and cultural Camara, A. (2001), Gorée: passé, présent et futur, in: tourism”, in: DIENE, D. (Eds), From chains to bonds. The Le patrimoine culturel africain, Maisonneuve et Larose, slave trade revisited, New York and Oxford, Berghahn Books pp. 83-106. & UNESCO Publishing. Christie, I. et al. (2013), Tourism in Africa. Harnessing Tourism Magnani E., Turismo, memoria e tratta degli schiavi. L’heritage for Growth and Improved Livelihoods, (online), available come strumento di sviluppo locale in Africa, Franco Angeli, at: http://documents.worldbank.org/curated/en/2013/01/ Milano, 2013. 18320011/tourism-africa-harnessing-tourism-growth- Ministry of Health and Social Welfare, 2009. Comprehensive improved- livelihoods (04-04-2014). multi-year pan, Zanzibar, 2010-2014. Revolutionary Coles, T. and Timothy, D. J. (Eds.) (2004), Tourism, diasporas Government of Zanzibar, Zanzibar. and space, London and New York: Routledge. Muhando, C. A. and Francis, J. (2000), The status of coral reefs Dann, G. and Seaton, A. (2001), “Slavery, contested heritage in the Dar-Es-Salaam marine reserves system and the state and thanatourism”, in: DANN, G. and SEATON, A. (Eds.), of reefs in other marine protected areas of Tanzania. Status Slavery, contested heritage and thanatourism (1-29), Report. New York and London, Haworth. National Tourism Policy (2013), Ministry of Tourism and EcoAfrica (2005), Mnemba Island and Chwaka Bay Hospitality Industry Publications Conservation Areas: A preliminary situational assessment, Polit, et al. (2004), Nursing Research Principles and Method, Department of Fisheries and Marine Resources, Zanzibar. Lippincott Williams and Wilkins.

${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100. Ferrol-Schulte, D.; Ferse, S. C. A. and Glaser, M. (2014), Reneaudeau, M., Gorée, Paris, Richer-Hoa-Qui, 1985. Patron–client relationships, livelihoods and natural resource Rotarou, E. S. (2013), Environmental Impacts of Tourism on management in tropical coastal communities. Ocean & Zanzibar. Revista Interamericana de Ambiente y Turismo - Coastal Management 100, pp. 63–73. RIAT 9, pp. 2–17. Hall, S. (1990), “Cultural identity and diaspora”, in: Sanderson, et al. (2013), Positioning the Zimbabwe Tourism RUTHEFORD, J., (Eds.), Identity, community, culture, Sector for growth: Issues and Challenges, Zimbabwe difference, Lawrence & Wishart, London. Economic Policy and Research Analysis Unit (ZEPARU) Lefebre, H. (1996), Writings on Cities, E Lebas Trans and Eds, Publications. Oxford,

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Towards a Sustainable Tourism Industry in Eastern Africa. A World Tourism Organization and European Travel Commission Study on the Challenges and Opportunities for Tourism (2011), Handbook on Tourism Product Development, Madrid, Development. United Nations Economic Commission for UNWTO. Africa. SRO-EA. (2011), pp.24-25. World Tourism Organization (2011), Religious Tourism in Asia UNESCO, Gorée. Island of memories, Paris, UNESCO, 1985. and the Pacific, UNWTO Publications. Wagner, G. M. (2007), Coral reefs and their management in World Tourism Organization (2012), Concepts, Definitions and Tanzania. Western Indian Ocean Journal of Marine Science Classifications for Tourism Statistics, UNWTO Publications. 3, pp. 227–243. World Travel & Tourism Council (2015), Travel and Tourism World Bank (2011), Africa Region Tourism Strategy: Economic Impact 2015 Africa, London, World Travel & Transformation through Tourism, Washington DC, World Tourism Council. Bank. Zvuloni, A.; van Woesik, R. and Loya, Y. (2010), Diversity World Bank (2014), Tourism in Africa: Harnessing Tourism Partitioning of Stony Corals Across Multiple Spatial Scales for Growth and Improved Livelihoods, Washington DC, Around Zanzibar Island, Tanzania, PLoS ONE 5, e9941. International Bank for Reconstruction and Development / The World Bank. Washington DC, World Bank. World Tourism Organization (2015), Tourism Barometer, Volume 13, April. Madrid, UNWTO. World Tourism Organization (2015), Tourism highlights, Madrid, UNWTO. ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100.

110 UNWTO • AM Regional Report: Volume Four World Tourism Organization (UNWTO) Secretary-General: Taleb Rifai Director-Executive Secretary of Member Relations: Carlos Vogeler

UNWTO Editorial team AM Reports Management: Yolanda Perdomo, Director of the Affiliate Members Programme Regional Programme for Africa: Marie-Alise Elcia Grandcourt, Regional Director for Africa Editorial Team: Addaia Arizmendi, Aditya Amaranggana, Afiya Holder, Beatriz Cano Buchholz, Dmitriy Ilin, Elena Chokalova, Fanny Manner, Malak Zungi 84 (UNWTO Affiliate Members Programme). Lydia Bebekum, Isra Magdi Taha, Daniel Njoroge Munge (UNWTO Regional Programme for Africa) Contributing Author: Jorge Costa, IPDT UNWTO would like to sincerely thank Casa África for this publication.

Afﬁliate Members Regional Reports, Volume four – Tourism in Africa: A Tool for Development

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1. The World Tourism Organization, a United Nations specialized agency, is the leading international organization with the decisive and central role in promoting the development of responsible, sustainable and universally accessible tourism. It serves as a global forum for tourism policy issues and a practical source of tourism know-how. Its membership includes 158 countries, 6 territories, 2 permanent observers and over 450 Afﬁliate Members.

2. UNWTO Afﬁliate Members bring together over 450 companies, educational & research institutions, destinations and NGOs whose activities are related to tourism and which contribute to UNWTO their knowledge and expertise to promote the development of tourism that’s responsible, sustainable and accessible for everyone. Over 80 countries are represented among the Afﬁliate Members, the world’s premier forum for exchanging tourism knowledge. ${protocol}://www.e-unwto.org/doi/book/10.18111/9789284417322 - Tuesday, September 03, 2019 4:31:21 AM IP Address:62.97.100.